DKNY targets Gen-Zs and millennials with voice-activated sampling service

By Becky Bargh | Published: 12-Aug-2019

The Be Delicious fragrance sample will be available to order via Google Assistant and Amazon's Alexa

DKNY is targeting millennials and Gen-Z consumers with its new voice activated sampling service.

In partnership with Send Me a Sample, the trial allows customers to order the brand’s new Be Delicious fragrance via Google Assistant or Amazon’s Alexa.

According to the Estée Lauder Companies-owned brand, the voice-activated programme will help it better track its customer base and drive further purchases.

“While traditional sampling allows us to get into the hands of consumers on the streets and in-store, activating our advertising voice-led sampling will allow us to reach a more targeted audience,” said ADF Fragrances’ Product Manager, Ilektra Fotopoulou.

“We’re really excited to be working with Send Me a Sample to get Be Delicious in front of a new, digital-first audience.”

The announcement comes as a flurry of beauty brands flock to improve their online experiences for digital-savvy consumers.

Earlier this year, Estée Lauder introduced Liv - a virtual beauty advisor tool offering personalised beauty tips.

Sephora and Google Assistant linked their technology to create its voice-activated Google Home assistant, similar to Google Home.

“Voice is going from strength-to-strength and becoming central to our daily lives, especially for younger generations,” added Send Me a Sample’s co-founder Richard Hill.

“Through the use of voice, DKNY will be able to target those who mainly interact with brands online and offer a simple way to trial a product at home, with the ability to follow up with a highly engaged audience afterwards.”

The marketing push will feature as paid for adverts across Facebook and Instagram from today, and will be available for two weeks.

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