Tesco channels its inner Zoella to offer free online beauty consultations

Tesco will utilise Google + Hangouts to launch what it claims is the ‘UK’s first’ one-to-one live online video beauty consultations as part of a wider drive to increase customer engagement and build brand loyalty.

Second from right, Hayley Carr (londonbeautyqueen.com) poses with Tesco's health and beauty experts, who will all be on hand to advise consumers via video link
Hayley Carr (londonbeautyqueen.com), second from right (bottom) poses with Tesco’s beauty experts, who will all advise consumers via video link

Consumers will be able to book free, confidential, 20 minute sessions via Google video link through the Tesco Living website. The consultations, which will be available Monday to Friday between 10am to 7pm, will feature chats with ‘expert’ beauty and make up artists, with Hayley Carr from award-winning blog londonbeautyqueen.com among them.

After each session, consumers will receive an email from their respective beauty expert with links to recommended Tesco make-up and beauty products.

The partnership between Google and Tesco, which was devised by the supermarket’s digital agency Zone, is part of a drive to make Tesco’s online services more personal.

“The launch of beauty hangouts as part of our marketing strategy will continue to drive the growth of the beauty category within Tesco,” says Mark Baxter, global category marketing manager at Tesco.

“The Online Beauty Consultations allow us to offer a personal, expert service outside the store environment in a way which also reflects the democratic nature of the brand.”

Zone CEO Jon Davie says research showed that Tesco consumers prefer to research beauty products online before purchasing, and says the consultations will address this growing shopping trend.