Brand uses artificial intelligence to offer a personalized product recommendation for skincare routine
According to a study commissioned by the brand Bepantol Derma from the IBOPE DTM, carried out with two thousand women Internet users from all over Brazil, only 10% of Brazilian women claim to consult frequently with a dermatologist, which makes the main source of information about skin care is the internet. The problem is that these sources do not deliver a personalized response, compatible with the needs of each skin type. With that in mind, the Bepantol Derma brand presents its new virtual assistant, B.
The artificial intelligence tool aims to bring accessibility to the ideal product routine, according to lifestyles, skin types and other options.
AB will help us to create a closer connection with our consumers, in addition to providing a rich journey, with a personalized and unique experience, from beginning to end. The initiative also marks another important step in Bayer’s digital transformation journey, says Cristina Hegg, marketing director for Bayer’s consumer health business in Brazil.
To use it, just access the Bepantol Derma website, click on the “Hydration Assistant” option and answer a few questions about the particularities of your skin and your habits. B’s quiz can also be answered via WhatsApp, and access is made on the brand’s own website, clicking on the same option Hydration Assistant. In addition to questions such as skin type, use of makeup, parts of the body where the skin tends to be more dry, and the presence or absence of tattoos, the assistant it also takes into account the region where the person lives, since the climate affects the health and style of the skin, as explained by dermatologist Dr. Camila Rosa.
The effects of climate can be felt more quickly than other external aggressors, such as pollution. Variations in temperature and humidity interfere, above all, with regard to skin hydration and sensitivity. In regions with a hot climate, with beaches, for example, skin dryness can be caused by increased exposure to the sun, while it also stimulates oiliness, since exposure to the sun ends up reducing the concentration of water in the skin, lost by evaporation. Regions with a drier climate, with lower air humidity or lower temperatures, may favor skin dryness, a factor that is aggravated by the habit of taking hot showers, says the doctor.
After answering the complete questionnaire, the user will receive his personalized recommendation, with a list of products indicated for each moment of the day, along with an exclusive link that directs his selection of products on Bayer’s e-commerce, in addition to a progressive coupon, which give up to 49% discount according to the number of routine products placed in the shopping cart.
The first consumers who use the discount coupon given by B will receive an exclusive kit with the products of their selection, in a special package.
