"A natural continuum": Revieve and Shiseido launch multipurpose AI Makeup Advisor
Q&A
Shiseido recently partnered with technology company Revieve to launch AI Makeup Advisor, which both helps customers find products online and collects zero-party and first-party data. CosmeticsDesign spoke with Revieve CEO Sampo Parkkinen about the new tool.
Can you tell me a little bit about what this tool you launched is?
We launched the AI Makeup Advisor. Historically, the way that brands and retailers have tried to personalize the customer experience has been through a virtual try-on. They're almost like table stakes these days, brands have had them for years. When you really look at what a pure virtual try-on is, and how it fits into the overall customer experience, it sits in a narrow window of time, from a consumer experience perspective, of a consideration phase before purchase.
With the AI Makeup Advisor, we obviously understood that a virtual try-on is part of that five-star digital experience in the makeup category. But what does that overall experience look like? What is the personal customer experience that helps the consumer discover new products, helps the brand provide content, education, advice, guidance to the consumer, and recommends relevant makeup products that would fit them?
How with that same experience, can the brand collect zero-party or first-party data about the consumer, in order to really understand what the consumer is looking for? What do they feel and what is the purpose of them looking to buy these products? The insights you can get with a virtual try-on solution can tell you a lot about what people are playing around with, but not really the intent of the consumer.
