Strategy
Service design
Conversational design
AI
Estée Lauder - LIV
/
2020
WhatsApp-based skincare consultant
Strategy
Service design
Conversational design
AI
Estée Lauder - LIV
/
2020
WhatsApp-based skincare consultant
[ About the project ]
Delivered by the founders while leading Rehab Studio, prior to founding Cyphr.
When COVID-19 hit in early 2020, traditional face-to-face beauty advice became impossible overnight, leaving millions of consumers without access to the expert guidance that had been a cornerstone of the brand experience.
[ Our Challenge ]
The pandemic created multiple challenges for Estée Lauder. Over-the-counter skincare advice was no longer possible during lockdown, particularly problematic for a premium brand where education and consultation justify higher price points. Traditional marketing channels like email were becoming less effective, with consumers increasingly resistant to spam-like communications.
The brand needed to maintain their signature high-touch, personalized approach while adapting to a digital-first world. Any solution would need to feel authentically Estée Lauder—premium, educational, and genuinely helpful—rather than a generic chatbot experience.
[ Approach ]
Working closely with the Estée Lauder team we developed a groundbreaking strategy leveraging WhatsApp's massive reach and intimate, conversational nature. The approach centered on creating "Liv," an AI-powered skincare consultant designed to replicate the personalized advice experience within the familiar environment of WhatsApp conversations.
Rather than creating yet another app, the team chose to meet consumers where they already were—alongside conversations with friends and family. The innovation included "Night School"—a 14-day program designed to build healthy skincare habits through consistent engagement, recognizing that effective skincare is about building sustainable routines, not just product recommendations.
[ Solution ]
Liv launched as a comprehensive WhatsApp-based skincare consultant guiding users through personalized journeys from consultation to habit formation. The experience helps women optimize their nighttime skincare routines, with Liv assessing individual skin concerns, lifestyle factors, and goals to recommend appropriate products.
The real innovation was the ongoing relationship. Through Night School, Liv checked in regularly, providing reminders, tips, and encouragement. The experience offered holistic advice beyond product sales—sleep tips, stress management, and lifestyle recommendations—positioning Estée Lauder as a comprehensive wellness partner rather than just a product provider.
"The forward-thinking nature of this digital experience goes beyond traditional communication to provide personalised 1:2:1 beauty advice in a natural conversational way."
— Emmanuelle Noyer, Vice President, Estée Lauder UK & Ireland
[ Results ]
The project defined crucial insights about premium brand digital engagement. The most significant lesson was meeting consumers in their existing digital habitats rather than driving them to new platforms. Premium brands can successfully innovate in new channels without compromising their core value proposition by focusing on education and genuine value.
"The time has passed for brands to simply spam consumers by email. Consumers expect brands to do more, to help them achieve their goals."
Rob Bennett
CEO Cyphr
The project established a new template for premium brand innovation in messaging platforms, proving sophisticated experiences could be delivered at scale while maintaining intimate, high-touch experience luxury consumers expect.
