Big data, artificial intelligence – we’ve heard all about how they are changing the world. From Alphago to self-driving cars, there’s been much coverage and fanfare over the positive change it will bring. The beauty industry has also used Artificial Intelligence in recent years to revolutionize the way consumers get to know their products.
The first major step taken towards integrating AI could be seen with the launch of Makeup Genius by L’Oreal in 2014. Makeup Genius was an augmented reality app that allowed customers to do a virtual try-on of cosmetic products without going into the store (something that’s even more needed since COVID). The virtual try-on app had a drawback in that customers were faced with so many options that they weren’t actually converting to sales as the company had hoped. So L’Oreal then started using artificial intelligence with the big data they collected to target customers more effectively.
Following this, many other cosmetics companies have adopted their own versions of augmented reality virtual try-on apps. Another exciting use of AI in beauty has been the development of skin diagnostics and product recommendations. Through the use of machine learning, a single selfie of a customer can be used to understand a lot of information. One can understand what the customer’s skin type is, what undertones they have and whether they have common skin issues such as acne. Beauty companies can use this valuable information to tailor product recommendations.
A valuable part of knowing your customer’s exact skin type is that your marketing costs have become lower as a consequence. Here is Tangent’s AI-powered skin diagnostic. Customers just need to upload a selfie and answer a few questions about their skin and the types of products they are using. This gives a beauty company valuable information. Landing pages and email campaigns can now leverage this data to directly increase revenue.