MESSENGER
Avon Poland
Increasing lead generation by 88% with Messenger
BRAND
PARTNER
THEIR STORY
Beauty at your doorstep
Direct-sales company Avon was founded in 1886 and offers beauty, personal care and household products. One of the world’s largest beauty companies, Avon is currently owned by Brazilian company Natura and Co.
of new customers on the Avon.pl website came from Messenger
of customers returned to the website
higher product views during campaign period
higher products views after campaign period
questionnaire completion rate
THEIR GOAL
Reaching more skincare lovers
As Avon offers a vast catalog of products, the beauty brand wanted to implement a simple but engaging skincare assistant on its website to help customers choose relevant products. Additionally, Avon wanted to reach a wider audience of skincare lovers in Poland by capitalizing on the emerging trend of personalized skincare routines.
THEIR SOLUTION
A bespoke automated skincare recommendation experience
Avon Poland partnered with artificial intelligence-based customer support system Zowie to build and integrate a Messenger-run digital assistant on its website. The automated conversational flow hosted the skincare brand’s decision-making guide in the form of an interactive and engaging questionnaire.
After answering a series of simple questions about their skincare goals and needs, customers were then guided to a landing page that included personalized recommendations and a simple skincare regimen consisting of relevant Avon products. The recommendations were linked to products on Avon's website, making it easy for people to purchase.
THEIR SUCCESS
Increased interest in skincare
Avon relied on Zowie’s technical expertise to set up an interactive Messenger-powered experience that helped people find the right products for their skincare concerns. The campaign, which was launched on October 15, 2020, ran until November 8, 2020 and achieved the following results:
- 88% of new customers on the Avon.pl website came from Messenger
- 9% of customers returned to the website (throughout the campaign period)
- 2.8X higher product views during campaign period
- 2.3X higher products views after campaign period (compared to non-campaign period)
- 83% questionnaire completion rate (48% higher than average completion rate for similar activities)
“Zowie's help in implementing our idea to build an automated experience for Messenger in the form of a questionnaire that recommended products was invaluable. From creating the framework to optimizing the user experience in Messenger, Zowie ensured that the consumer journey was easy and encouraging. With the array of Facebook products and solutions, were were able to create a unique skincare product discovery experience where customers could receive personalized recommendations and fall in love with our products.”
Messenger Solutions
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