Beauty has never been a one-size-fits-all word.
The expectations around it — from society, trends, and even ourselves — can be overwhelming. But in recent years, we’ve seen a shift: a move toward inclusivity, personalization, and empowerment. And at the forefront of this transformation are customer experience leaders like Wence Wenceslao, Senior Global Digital Lead at Unilever Beauty & Wellbeing, who’s helping redefine what it means to create value in beauty — and beyond.
We spoke with Wence about how she balances data-driven insights with the human touch. Her take?
“It’s really about blending science and magic,”
she says.
“Science gives us the clarity — the data that tells us what people care about and need. But the magic is in how we translate those insights into content and experiences that resonate. With AI, we can now create content that feels personal, relevant, and culturally on-point — all at scale.”
For her, customer experience becomes meaningful when it stops feeling like marketing and starts feeling like something made for you — an experience that reflects who you are and what matters to you.
When asked about an unconventional approach that delivered real impact, Wence didn’t hesitate.
“We took something as ordinary as taking a selfie and used it as a gateway to a personalized experience.”
While many would recognize this as part of the company’s AI-powered beauty tech tools, for Wence, it’s about the bigger picture: using everyday behaviors to unlock value. “It’s not just about tech — it’s about making digital feel human. That’s when it gets exciting.”
So what’s next in AI-powered CX?
According to Wence, it’s time to move from pull to push.
“Tools like BeauTech have been effective because people want to use them — they pull you in through value. But the next evolution is about pushing value out. Showing up with content and solutions that are just as personalized, just as fast, and totally relevant — without waiting to be asked.”
For Wence, that means crafting experiences that move as fast as culture itself.
“We want to show up in people’s lives in a way that feels intuitive, timely, and useful. It’s about anticipating needs, not reacting to them.”
Wence will speak more about this at CustomerX 2025 on May 21 at Grand Hyatt Manila, where she’ll break down how brands can deliver personalization while respecting privacy. Expect a sharp, strategic deep-dive into what AI-powered CX really looks like — far from fairy tales, and much closer to the future.
Learn more about this and other transformative business events by visiting Rockbird Media,or explore Unilever Beauty & Wellbeing’s approach to innovation.
Register now for CustomerX PH 2025
Event details and speaker lineup
