Beauty Tech On The Rise As Coty Launches New Skill For Amazon Echo Show

Personal Beauty Assistant Designed for Echo Show Providing Unique Voice and Visual Consumer Experience

Having recently reviewed the Amazon Echo Show, we learnt that by just asking Alexa, the smart device is capable of giving you access to video flash briefings, Amazon Video, music lyrics, security cameras, photos, weather forecasts, to-do/shopping lists, Audible audiobooks, and much more. With the ability to get smarter, the Echo Show continuously brags new features, plus thousands of skills such as BBC, Uber, Open Table and now Coty’s ‘Let’s Get Ready’ skill. 

Amazon Show Echo
Coty x Amazon Show Echo

Coty, one of the world’s largest beauty companies, has an iconic portfolio of brands that includes Clairol, Rimmel, Max Factor, Bourjois and Sally Hansen. With a purpose to celebrate and liberate the diversity of consumers’ beauty, Coty’s ‘Let’s Get Ready’ skill offers personalised look recommendations and ‘How-To’s’ based on a user’s characteristics and event type. Teaming up with Amazon, Coty’s new visual skill has been designed specifically for Echo Show. Nick Sedgwick, Coty Consumer Beauty, GM, UK & Ireland, said “Our Consumer Beauty brands – Clairol, Rimmel, Max Factor, Bourjois and Sally Hansen – are all about helping consumers express ‘your beauty, your way’. Collaborating with Amazon for the Let’s Get Ready skill is a perfect way to enable self-expression tailored for each individual with an emphasis on physical characteristics, personal style, trend preferences and specific events.”

The Coty Way to Enable Self-expression

Offering over 2,000 unique combinations of hair, eye and skin colour, as well as event type, the ‘Let’s Get Ready’ works by basing its recommendations on a person’s unique attributes. The skill serves up curated looks, visual ‘how to’s’ and quick tips, along with recommended hero products from Coty’s Consumer Beauty portfolio. Users can add products from each look directly to their Alexa shopping list. Let’s Get Ready can also sync with a person’s Facebook calendar to proactively suggest looks for upcoming events and enhance the ‘personal beauty assistant’ experience.

“Coty’s ‘Let’s Get Ready’ skill offers personalized look recommendations and ‘How-To’s’ based on a user’s individual characteristics and event type.”

On their strategic choice of Echo Show, Jason Forbes, Coty Chief Digital and Media Officer, said, “Digital innovation with a focus on voice and virtual assistants is a key part of our digital strategy as we aim to bring consumers frictionless beauty experiences. We’re thrilled to be leading the market with the introduction of a visual beauty skill in the U.K., inspiring consumers to both hear and see new beauty looks as well as step-by-step tutorials. Further, this skill allows us to deliver an authentic and personalised experience for beauty enthusiasts that happens near real time, delivering customised looks in the context of a person’s lifestyle and personal attributes.”

ALSO READ: Amazon’s New Alexa Echo Look Has Its Eye On Your Style

Although the Coty skill is available on all Amazon Echo devices, the Echo Show has the advantage of being able to give users not just voice-driven beauty services but a visual one too. Available this month (January 2018), the ‘Let’s Get Ready’ skill will bring on the kind of on-demand beauty that can be easily fine-tuned by personal attributes such as hair, eye and skin colour.

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Founding editor-in-chief of, Muchaneta is currently one of the leading influencers writing about the merger of fashion with technology and wearable technology. She has also given talks at Premiere Vision, Munich Fabric Start and Pure London, to name a few. Besides working as a fashion innovation consultant for various fashion companies like LVMH Atelier, Muchaneta has also contributed to Vogue Business, is a senior contributor at The Interline and an associate lecturer at London College of Fashion, UAL.