Versed launches a skincare hotline

Los Angeles – Skincare brand Versed has launched an SMS text messaging service for its customers.

The purpose of the Skincare Hotline is not to sell consumers Versed products directly, but instead to educate them. Employees will handle the service manually, fielding questions related to general concerns, such as the difference between an oil and a serum, or when to apply particular products. They will not, however, provide medical advice.

If the service gains traction, it will allow Versed to build more in-depth customer profiles and identify gaps in common knowledge, continuing its mission as a data-driven, community-led brand. ‘We want to develop a strong connection with people, and SMS allows us to dig into those needs more,’ says Melanie Bender, founding general manager of Versed.

In future, the service could provide an additional channel for direct sales, according to Bender. ‘There’s the ability to layer in [opportunities] to purchase product or interact with bots, so we certainly see potential to build off of this.’ In this way, Versed shows how brands are experimenting with new use cases for Text Commerce.