L'Oréal is the latest beauty giant to launch a Facebook Messenger chatbot service.
The French multinational will join Sephora and Modiface on the list of companies incorporating artificial intelligence (AI) into its social media strategy.
L'Oréal has partnered with AI developer Automat Technologies Inc to launch The Beauty Glitter service.
Initially launching in Canada, users will be able to chat to the bot in order to buy cosmetics. The bot will ask a series of questions that help define the consumer's beauty profile before advising them on different brands and products that suit their preferences and budget.
Facebook first launched chatbots at the 2016 Developer Conference and unveiled the L'Oréal feature at the 2017 conference last weekend.
L'Oréal is betting that the medium is the future of beauty as it announces the opening of a dedicated AI centre in Montreal, Canada, with Automat.
Lubomira Rochet, Chief Digital Officer and member of L'Oréal's Executive Committee, said: "We are excited to pioneer this new field of conversational commerce and artificial intelligence and continue to build services that support our products and enhance our overall consumer experience.
“We believe that those new Messenger based services are truly solving consumers' pain points by leveraging the power of AI and bringing it to build personalized relationships with them."
Andy Mauro, CEO of Automat, said: "As the world's largest beauty brand, the level of care and consideration they show towards their customers and the how dedicated they are to constant innovation both in their beauty products but also their digital products is an inspiration for us both as Conversational Marketers and technologists."
