The Estée Lauder brand has for the first time launched a consumer campaign on Facebook Messenger to promote its Double Wear Foundation range. Speaking at Facebook’s Beyond Beauty event Tuesday morning, Stephane de la Faverie, Global President Estée Lauder, revealed that the brand launched the campaign on the evening of April 3 on Facebook’s fastest growing platform, which now reaches over 1 billion people every month.

During a fireside chat with Karin Tracy, Facebook’s US Head of Industry, Beauty, Facebook & Instagram, Stephane said of the platform, “It helps create a one-on-one experience at a time when people think that nobody can get personal, but this creates a personal experience where they are ‘speaking’ with the brand, which helps you get your shade and buy a product and basically how to apply.” Stephane continued, “We believe this experience is the future.”