What Happened
P&G’s skincare brand Olay made their debut at the Mobile World Congress in Barcelona earlier today to celebrate the global launch of its Olay Skin Advisor platform. Available via Olay’s mini-site, the web-based skin analytics platform leverages artificial intelligence and deep learning to provide skin analysis and personalized product recommendations delivered right on their mobile phones or tablets.
With just one selfie, Skin Advisor can analyze a woman’s face to determine her skin age and the main areas she needs to focus on. The platform will also prompt her to answer a short series of questions on personal skin concerns and product preferences before offering a personalized recommendation on suitable products and skincare regimen based on their needs and preferences.
The global launch of Olay Skin Advisor also means a series of upgrades to the platform in the United States, where a 1.0 beta version has been live since late 2016. The upgraded Olay Skin Advisor 2.0, will launch in the US in mid-March.
What Brands Need To Do
More and more beauty brands are incorporating mobile touchpoints into their customer journey. On the mobile AR front, L’Oreal’s Makeup Genius app and Covergirl’s BeautyU app are both good examples of how beauty brands can leverage the advanced capabilities of smartphones, especially the ease of image input via the phone’s camera, to provide extra utility for the customers. In addition, the kind of personalized user experience and product recommendations that AI can offer based on data and user input is also valuable for brands. Brand marketers need to consider how they can use their customer data to provide personalized experiences with the help of an AI engine.
How We Can Help
The Lab has extensive experience working with beauty brands to create and implement digitally enhanced retail experiences. The recently-opened NYX Cosmetics store at Union Square is a proud showcase of our team’s work in this space and elevated NYX as one of the most innovative digital beauty brands of 2016 named by WWD. If you’d like to learn more about how your brand can develop and implement digital-driven solutions to modernize your beauty retail experience, please contact our Client Services Director Samantha Holland (samantha@ipglab.com) to schedule a visit to the Lab.
Source: Business Wire
Header images are promotional image from Olay’s press release