Sephora introduces the new

AI-powered digital mirror

Illustration by Kirsten Ulve
Gabby Nguyen | 3min read

In March, Sephora has installed its first digital mirror at the flagship store in Madrid, Spain. This mirror is an artificial intelligence product that can offer personalized recommendations to help customers choose products that fit their physique, age and preferences.

It is known that this mirror is produced by Sephora and Wildbytes, a provider of interactive experience solutions. With this intelligent mirror, Sephora and Wildbytes want to change the future of shopping. Imagine you're entering a cosmetic store with thousands of great products like lipsticks, foundation creams, eyebrows, perfumes; but how do you know which types of cosmetics really suitable for you? Sephora has quickly indicated its customer insights and introduce the intelligent mirror in order to solve the problem and enrich customers’ experience.

Founded in 1970, Sephora pioneered the concept of “try-before-you-buy” for cosmetics, which has been widely replicated across beauty retail. This motto is also the motivation for Sephora to invent artificial intelligence products that can help women try different types of cosmetics without touching them. Before this smart mirror was introduced and installed in Madrid, Sephora has also launched an augmented reality mirror in its Milan Store that can simulate cosmetics on a user's face in both real-time and 3D. According to The Drum, this mirror will track the location of a user's facial features and apply eye shadow colours directly via a video feed from a camera. By using the mirror, shoppers are able to try out different shades of cosmetics by tapping a palette on the screen and also view eye shadows from different angles as they move their heads from side to side.

The mirror detected data about shoppers when they looked at it, including gender, age, appearance and clothing. After that, it will use those points to introduce makeup products, skin care and perfume that best suit the needs of shoppers. The AI ​​support solution can distinguish between neutral and light colors, patterns and geometry and different styles. The mirror also gives practical information to the account, including local weather, seasons and top trending items. If shoppers like a mirror proposal, they will be provided a QR code that allows them to buy products directly from the Sephora website, or help them easily locate items inside the store. Sephora's goal is to make the shopping experience more relevant and enjoyable, thereby shortening the buying cycle.

In the retail apocalypse, other beauty brands are using smart mirrors to create their own unique experiences and their competitive advantages. Flagship Coty in Paris installed a mirror using AR technology, allowing shoppers to try lipstick colors, eyeshadow and foundation creams to match their own skin tones. Buyers then use the selfie function to create an image that includes links to products on Coty's website. Retail itself is a very competitive industry; therefore, brands need to step up their games through using technology and artificial technology in order to deliver an unique and outstanding experience for their customers.

Reference: Forbes, The Drum, Cosmetic Business, LBBonline, Digital Initiative, CB Insight

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