By marshaling big data, Identité's algorithm can anticipate the best beauty products each user will need in particular locations at specific points in time, offering consumers next-level personalization within the beauty industry

A new beauty subscription box service from design agency Seymour Powell is using artificial intelligence to provide customers with optimal personalization. Identité takes data based on users’ exercise patterns and diets as well as other information like weather and seasonal styles to make curated selections of beauty and skincare products , anticipating the person’s needs at specific points in time.

Although there are numerous beauty box subscription services on the market, most of the products are selected by other humans, whereas in this case, an algorithm uses big data to decide what to send depending on each individual user’s daily routine and his or her location, even taking into account details like humidity and heat, which can change skin needs. The service even offers special boxes just for temporary changes in lifestyle, like trips or vacations.

While Identité’s use of AI to curate items for customers fits in with  current trends and innovation in beauty, including the element of location-based tailoring gives Seymour Powell’s box competitive edge, as it adds a unique layer of customization and attention to users’ details to the picture.

Seymour Powell


Lead image: dermatologist testing cosmetic product stock photo from paulynn/Shutterstock

A new beauty subscription box service from design agency Seymour Powell is using artificial intelligence to provide customers with optimal personalization. Identité takes data based on users’ exercise patterns and diets as well as other information like weather and seasonal styles to make curated selections of beauty and skincare products , anticipating the person’s needs at specific points in time.

Although there are numerous beauty box subscription services on the market, most of the products are selected by other humans, whereas in this case, an algorithm uses big data to decide what to send depending on each individual user’s daily routine and his or her location, even taking into account details like humidity and heat, which can change skin needs. The service even offers special boxes just for temporary changes in lifestyle, like trips or vacations.