The tempo of innovation in magnificence tech is accelerating, however the improvements in magnificence retail at present don’t totally remedy the client’s necessities, believes Ritika Sharma, Founder, and CEO, House of Beauty.
The magnificence and wellness firm not too long ago launched a brand new e-commerce platform Boddess.com. which synergizes cutting-edge digital expertise with personalised product curation to convey to shoppers the comfort of on-line procuring with individualised consideration.
IANSlife spoke to Sharma to understand how Augmented actuality (AR) and synthetic intelligence (AI) are redefining the idea of magnificence tech and if it’s the longer term.
How are you utilizing AI and AR applied sciences at Boddess?
Our groups have spent the previous few months constructing out our machine studying database of pores and skin varieties in partnership with main dermatologists in India. We took hundreds of excessive decision photographs of women and men, tagged their pores and skin situation with our proprietary assortment of pores and skin metrics (issues like hydration, wrinkles, darkish spots, pores and skin age and so on.). While we do that assortment, we be certain that to coach our algorithms on a various array of pores and skin colors, ages, and ethnicities. We then prepare our algorithms on this knowledge set, and construct supervised machine studying fashions to enhance this algorithm each week. The extra photographs we gather, the higher it will get.
What does this imply for the Boddess buyer?
Because of our obsession with buyer expertise and our technological investments within the ML powered AR/VR tech stack, we are able to hyper-personalise the app to every particular person as they use the app increasingly. Through the Make Up strive on, customers can strive on all types of merchandise like lipsticks and so on. with out leaving their home, or making use of precise make-up. Our Virtual Skin Analyser analyses a person’s pores and skin each time they submit a photograph, and advocate merchandise particularly for his or her pores and skin kind. We serve personalised product suggestions, and study every person’s pores and skin as they use the app.
What is the top purpose?
My purpose is to assist clients make knowledgeable, product choices, letting them discover the enjoyment in discovery, studying, and engagement. This is why Boddess invested in its personal in home proprietary AR/ VR pores and skin diagnostic and make up strive on instruments, and hand-picked artist expertise in areas of hair, pores and skin and make up who’re on board full time. The way forward for consultants and the way consultants powered with knowledge would be the way forward for how we purchase merchandise. We should not restricted to an internet platform, however really imagine the bodily retail expertise being on the coronary heart of our enterprise too. This is why, clients will meet us in particular person at their go-to shopping center places in Delhi and Mumbai. And we are able to’t wait to fulfill them.
The pandemic has pushed manufacturers to take the brand new digital initiatives with the intention to attain their shoppers nearly. Comment.
The tempo of innovation in magnificence tech is accelerating. I imagine that innovation occurring in magnificence retail at present doesn’t totally remedy the client’s necessities. Customers should not in search of the quickest or most cost-effective product anymore, however a product that works for them and one they’ll depend on rain or shine. I spent quite a lot of my profession in brick and mortar retail with publicity to expertise and digital transformation. I’m shocked by the size and attain expertise gives. I need to mix the 2 to hit the candy spot – and that’s the place the way forward for retail is. There is an actual alternative in how we take into consideration magnificence retail to raised personalise via expertise and knowledge.
What’s your opinion on AR and AI? Will or not it’s the brand new regular for the sweetness trade?
At Boddess, we acknowledge that individuals’s relationship with the standard salons could have essentially modified submit COVID. The use of expertise for attempting, discovering and personalizing merchandise and routines – is disrupting in-person magnificence consultations, and product testing for purchasers. AR/ VR is the following evolution in product strive on. Boddess launched its personal cutting-edge expertise in March 2020; The Boddess Virtual Pro permitting clients to precisely diagnose their pores and skin situation, ‘try on’ make up nearly, get advisable product options and allow their choices, all from the consolation of their properties. The Boddess Virtual Pro Skin Diagnostic device assesses Wrinkles, Fine Lines, Blemishes and Inflammation, Pigmentation, Sensitivity/Redness, Pores, Dark Spots and Circles. The Virtual Make up Tool permits clients to decide on SKUs throughout all Colour Cosmetic manufacturers together with Lip, Eye, Foundation, Blush and Eye Products, in actual time. Boddess Virtual Pro can also be launching the Eyebrow Virtual Pro quickly.
Today’s shoppers are drowning in content material throughout social platforms, suggestions from family and friends, commercials and a lot extra. Through Boddess Edit, we goal to make sense of that content material with our Beauty Experts. For instance, a few of our content material focuses on detoxifying magnificence routines with home made masks constructed from meals elements, exfoliating therapies few instances every week which can be custom-made, and all-natural with out preservatives. We are going again to fundamentals. In phrases of Make Up, clients are actually centered on buying merchandise which have a excessive affect on video calls like bronzers and forehead enhancers.
You launched the model in the course of the lockdown, was it a strategic choice to launch in an unstable financial state of affairs?
The magnificence trade has been resilient over the previous a long time with generations of loyal clients, with excessive bounce again charges submit crises. Today, whereas in retailer gross sales are tough to copy on-line, extra luxurious manufacturers are exploring new channels to distribute and higher affords to amass new clients. In addition, rise of digital, platforms and marketplaces are growing vigorously, and the tempo of innovation with new merchandise and types is at an all-time excessive.
The entry barrier is lowered and the one strategy to outshine opponents is to be merely sensible each on product and communication fronts. In addition, DIY for hair and nails has noticed a tenfold spike with large progress in content material consumption. Beauty general will stay sturdy and engaging in comparison with different classes within the lengthy run- and gained’t require re-invention fully. Rather the Beauty Industry will proceed to speed up its digital and expertise developments that had been already in place.
With COVID limiting bodily interactions in shops, AR/ VR is the following evolution in product strive on.
You are additionally going to launch the cell software, are you not?
We are actually assembly our superb buyer the place they’re, with our newest cell app launch. The Boddess Beauty cell app places your entire world of Boddess and its manufacturers within the palm of your hand. The app will develop the methods our clients can attain our each rising portfolio of merchandise and types, in addition to utilise our leading edge AR/VR applied sciences. We’re so excited for them to get their arms on it.
Boddess AR/ VR – personalize your appears immediately from the app and get product suggestions. This is less complicated to make use of on a telephone due to your digital camera high quality and configuration, makes it extra accessible to all customers. Boddess Rewards – our loyalty program permits customers to earn factors whereas they store, interact with our content material and use out AR/VR instruments – and redeem their factors in the direction of low cost on purchases
Through the Make-Up strive on, customers can strive all types of merchandise like lipsticks, blush, basis, eyeshadow, and so on. with out leaving their home or really testing the make-up. The app’s Virtual Skin analyser analyses a person’s pores and skin each time they submit a photograph and advocate merchandise particularly for his or her pores and skin kind. The app is assembled to serve customized product suggestions, and study every person’s pores and skin as they use the app. We goal to succeed in a bigger viewers via the app and it’s made it obtainable to obtain on each IOS and Android app shops.