Rimmel & Cybersmile launch AI support assistant
By Sophie Nutt | 12 April 2019 | Movers & Shakers, News
Consumer beauty brand, Rimmel London, is addressing cyberbullying by partnering with international anti cyber-bullying charity, The Cybersmile Foundation.
The Cybersmile Assistant is designed to provide support to internet users who are being affected by a range of issues related to online abuse. By offering easy access to practical advice, useful information and targeted support services, the Cybersmile Assistant aims to help those experiencing issues such as anxiety, body image, eating disorders, shaming, mental health and revenge porn.
Delivering information from a database of reputable support organisations and helplines curated by Cybersmile, the smart assistant eliminates the need to undertake lengthy online searches.
Rimmel’s global research with 11,000 women aged 16-25 revealed the scale of and impact of online beauty bullying, as one in four women admitted to experiencing cyberbullying about their looks, equating to 55 million women worldwide. From these women, 65% said their confidence had been affected and 46% (around 16.6 million) young women harm themselves with drugs and alcohol, self-harm or eating issues following such online bullying.
“The Cybersmile Assistant is going to revolutionise the way we deliver support for internet users around the world,” says Dan Raisbeck, co-founder of The Cybersmile Foundation, “Not only will it completely eradicate support wait times and the need to undertake lengthy online searches for reputable support organisation, the scale of requests that the product can handle effectively will also enable us to have the infrastructure in place to potentially help over one million people each day.”
“With the launch of the Cybersmile Assistant, we will be able to help The Cybersmile Foundation reach and support more people who are being affected by cyberbullying,” – Sara Wolverson, vice president of Rimmel Global Marketing at Coty.
The Cybersmile Assistant is the latest development in the Rimmel campaign, ‘I will not be deleted’, which takes a stand against beauty cyberbullying. Involving celebrities such as Rita Ora and Cara Delevingne, the social media campaign has sparked a conversation around the issue by showcasing real-life stories and by promoting the concept of individual beauty.
“At Rimmel, we have a clear purpose as a brand to inspire people to experiment and express themselves through make-up,” says Sara Wolverson, vice president of Rimmel Global Marketing at Coty. “With the launch of the Cybersmile Assistant, we will be able to help The Cybersmile Foundation reach and support more people who are being affected by cyberbullying.”
Access to the Cybersmile Assistant can be found via a small blue icon at the bottom right of the Cybersmile website and is accessible form anywhere in the world. Users can type in questions or use their microphone to communicate, from which AI technology will deliver targeted resources to the user. It also employs geo-targeting technology to identify the most suitable organisations and helplines for the location of the user.
The Cybersmile Assistant will initially provide location-specific services in the United Kingdom, USA, Australia, Canada and New Zealand, with plans to expand.
