How AI Brings Super Personalization to Cosmetics Industry

Introduction: The Super Personalization Revolution

The South Korean retail industry is turning its focus towards "super personalization", an IT-driven approach aimed at catering to the distinct tastes and needs of the MZ generation. Leveraging Artificial Intelligence (AI) technology, this approach analyzes customer preferences to offer tailored products and services, bringing a new dimension of customization to the cosmetics industry.

The Impact of AI in Cosmetics

AmorePacific's beauty brand Laneige is leading the charge by offering a unique service: AI-driven, tailor-made cushion foundations. By measuring a customer's skin tone and providing color consultation, Laneige creates cosmetics optimized for each individual's skin right on the spot.

Another innovative application of AI can be seen with Chanel's "lip scanner" app. Using Augmented Reality (AR) technology, the app introduces Chanel lipsticks in tones similar to the customer's chosen color. It even allows customers to virtually try on the lipstick.

Dr.G, a brand under Gowoonsesang Cosmetics, has also gained attention by offering 1:1 skin health mentoring through its AI skin analysis service "Optime Service".

Super Personalization Beyond Makeup

This super personalization trend extends beyond cosmetics and into the realm of haircare as well. Aheads Hair Lab by IL Science is a high-tech AI scalp care platform that uses an AI camera to analyze the scalp. After processing the images through deep learning algorithms, the AI then recommends hair products, like shampoos and toners, that are best suited for the user.

In the U.S., LG Household & Health Care introduced a smart customized dyeing service known as "LG CHI Color Master". This service uses AI to instantly create and provide optimal hair colors for customers, and even lets them preview their dyed hair using AI virtual simulation software.

The Limitations and Opportunities of AI in Cosmetics

While the super personalization approach, driven by AI, opens new opportunities for cosmetics companies to deliver individualized products, the industry also recognizes its inherent limitations. Beauty standards are not uniform, making it challenging to satisfy customers with a single cosmetic product. However, this also presents the opportunity to introduce a variety of products catering to diverse customer preferences.

In essence, while AI and AR services can undoubtedly aid in sales by providing a personalized experience, their impact on customer loyalty and significant sales growth remains to be seen.

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