Driving  sales  through a hyper-personalised  customer experience 

Maybelline New York 💄


One of the most recognisable brands in cosmetics

Maybelline is one of the largest cosmetics companies in the world. The company has a huge online following, with their Facebook page clocking in at over 35 million likes.

In mid-2019, Maybelline worked with bot•hello to assist with the launch of a new range of eyebrow products. It was discovered that a large portion of potential customers were unfamiliar with brow products and were unsure of what product best suits them. As a result, Maybelline’s vision was to provide customers with personalised product recommendations based on their needs.


Personalising the buying experience at scale

Traditionally to receive a tailored product recommendation, customers would be required to visit a reseller for a 15-minute in-person beauty consultation. When considering a national product launch, delivering consultations to a large number of customers in a short period is virtually impossible. This is because the process is expensive, time-consuming and requires that a customer be physically inside of a store.


An innovative digital assistant

bot•hello collaborated with Maybelline to create a chatbot that assisted customers in finding their perfect eyebrow product. We accomplished this through a series of questions, presented in a highly-engaging and on-brand format. This was done through the use of GIFs, emojis, and millennial slang.

To ensure the bots personality accurately reflected the Maybelline brand, we researched the target demographic on Millennial and Gen Z social media platforms such as Instagram and TikTok. In doing so, we were able to deliver value to both the consumer and the seller; creating a better product match, increasing purchase satisfaction and fostering repeat business. We were successful in creating a low-cost solution to overcome a business challenge that cosmetic brands have faced for decades.

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Targeted mailing list

Maybelline now have a hyper-engaged channel to send content directly to their customers.

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Branded GIFs

Maybelline branded GIFs were used to maintain a consistent brand experience.

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Re-targeted broadcast

Users who did not finish the flow received a follow-up message 12-hours later.

Received a product recommendation
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Clicked through to purchase page
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Unique users
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Campaign results (Live for 8 weeks)