To differentiate themselves in the category, beauty leaders are further personalizing their online shopping experience for virtual customers, providing more relevant information and streamlined journeys

Online shopping is only expected to become more popular in coming years. To keep up with this increased demand, retailers are now making it easier for consumers to find products that meet their needs without forcing them to leave the comfort of their homes.

To make more accurate product recommendations, innovating beauty brands are using algorithms that accurately match consumers with products and eliminate in-store transactions. As noted by PSFK researchers in a recent report on innovation in beauty experiences, leading brands like Sephora and Garnier have started to incorporate this practice.

Il Makiage
The tech-focused beauty brand Il Makiage developed a shade-matching algorithm using machine learning. The results help consumers accurately determine their foundation shade all by simply taking a quiz.

P&G
CPG brand Procter & Gamble developed HairCode, an app that recommends the best suited P&G products for consumers’ hair. The  app takes into account their hair types, preferences and environment, and also, provides links to buy the products. Further, it acts as a platform for consumers with similar hair types to connect.

Sephora
Beauty retailer Sephora has installed an AI-powered digital mirror in its Madrid flagship. The mirror detects shoppers’ data and real-time information on the season and trending items to recommend beauty products. Each personalized recommendation is also equipped with a QR code to help shoppers locate items in-store and online.

Pinterest
Social media platform Pinterest added skin tone ranges as a search feature in its iOS app. When customers go to search for beauty ideas, a color palette appears to help users narrow the search.

Garnier
Cosmetics brand Garnier and augmented reality beauty company ModiFace developed Shade Selector Tool, combining consumer research and 3D technology to enable consumers to virtually try on the brand’s hair color options before buying.


Lead image: stock photos from Africa Studio/Shutterstock

Online shopping is only expected to become more popular in coming years. To keep up with this increased demand, retailers are now making it easier for consumers to find products that meet their needs without forcing them to leave the comfort of their homes.

To make more accurate product recommendations, innovating beauty brands are using algorithms that accurately match consumers with products and eliminate in-store transactions. As noted by PSFK researchers in a recent report on innovation in beauty experiences, leading brands like Sephora and Garnier have started to incorporate this practice.