P&G's Virtual Beauty Consultant
The overall objective for this execution was to drive consumer trial and basket ring via communication of “solution” benefits. We wanted to create a consumer experience that is similar/ superior to what she would have with a live consultant, so that she sees the VBC as a trusted source for beauty advice and information, returns to the VBC on a regular basis during her shopping trips, and makes purchases based on her interaction with the VBC. The communication objective was to deliver relevant, interesting, up-to-date, in-touch beauty information to the consumer right at the point-of-purchase.
