By Puja Gupta
New Delhi, July 26 (IANSlife) The tempo of innovation in magnificence tech is accelerating, however the improvements in magnificence retail at the moment don’t totally resolve the shopper’s necessities, believes Ritika Sharma, Founder, and CEO, House of Beauty.
The magnificence and wellness firm just lately 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 buying with individualised consideration.
IANSlife spoke to Sharma to know the way Augmented actuality (AR) and synthetic intelligence (AI) are redefining the idea of magnificence tech and if it’s the longer term.
Q: How are you utilizing AI and AR applied sciences at Boddess?
A: 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 1000’s 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 many others.). While we do that assortment, we ensure that to coach our algorithms on a various array of pores and skin colors, ages, and ethnicities. We then prepare our algorithms on this information 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 an increasing number of. Through the Make Up attempt on, customers can attempt on every kind of merchandise like lipsticks and many others. with out leaving their home, or making use of precise make-up. Our Virtual Skin Analyser analyses a consumer’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 consumer’s pores and skin as they use the app.
Q: What is the tip aim?
A: My aim is to assist prospects 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 attempt 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 specialists and the way specialists powered with information would be the way forward for how we purchase merchandise. We will not be restricted to a web based platform, however really imagine the bodily retail expertise being on the coronary heart of our enterprise too. This is why, prospects 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 satisfy them.
Q: The pandemic has pushed manufacturers to take the brand new digital initiatives in an effort to attain their shoppers nearly. Comment.
A: The tempo of innovation in magnificence tech is accelerating. I imagine that innovation taking place in magnificence retail at the moment doesn’t totally resolve the shopper’s necessities. Customers will not be in search of the quickest or least expensive product anymore, however a product that works for them and one they will depend on rain or shine. I spent a whole lot of my profession in brick and mortar retail with publicity to expertise and digital transformation. I’m surprised 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 higher personalise by way of expertise and information.
Q: What’s your opinion on AR and AI? Will or not it’s the brand new regular for the sweetness business?
A: At Boddess, we acknowledge that individuals’s relationship with the standard salons could have basically modified submit Covid. The use of expertise for making an attempt, discovering and personalizing merchandise and routines – is disrupting in-person magnificence consultations, and product testing for purchasers. AR/VR is the subsequent evolution in product attempt on. Boddess launched its personal cutting-edge expertise in March 2020; The Boddess Virtual Pro permitting prospects to precisely diagnose their pores and skin situation, ‘try on’ make up nearly, get really useful product options and allow their choices, all from the consolation of their properties. The Boddess Virtual Pro Skin Diagnostic instrument assesses Wrinkles, Fine Lines, Blemishes and Inflammation, Pigmentation, Sensitivity/Redness, Pores, Dark Spots and Circles. The Virtual Make up Tool permits prospects 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, ideas from family and friends, commercials and a lot extra. Through Boddess Edit, we intention 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 selfmade masks constituted of meals substances, exfoliating therapies few occasions per week which are custom-made, and all-natural with out preservatives. We are going again to fundamentals. In phrases of Make Up, prospects at the moment are centered on buying merchandise which have a excessive influence on video calls like bronzers and forehead enhancers.
Q: You launched the model in the course of the lockdown, was it a strategic resolution to launch in an unstable financial state of affairs?
A: The magnificence business has been resilient over the previous many years with generations of loyal prospects, with excessive bounce again charges submit crises. Today, whereas in retailer gross sales are troublesome to copy on-line, extra luxurious manufacturers are exploring new channels to distribute and higher affords to amass new prospects. In addition, rise of digital, platforms and marketplaces are rising 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 method to outshine rivals is to be merely good each on product and communication fronts. In addition, DIY for hair and nails has noticed a tenfold spike with large development in content material consumption. Beauty general will stay sturdy and engaging in comparison with different classes within the lengthy run- and received’t require re-invention utterly. 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 subsequent evolution in product attempt on.
Q: You are additionally going to launch the cell utility, are you not?
A: We at the moment are 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 increase the methods our prospects can attain our each rising portfolio of merchandise and types, in addition to utilise our innovative AR/VR applied sciences. We’re so excited for them to get their palms on it.
Boddess AR/VR – personalize your seems to be immediately from the app and get product suggestions. This is less complicated to make use of on a telephone due to your digicam high quality and configuration, makes it extra accessible to all customers. Boddess Rewards – our loyalty program permits customers to earn factors whereas they store, have interaction with our content material and use out AR/VR instruments – and redeem their factors in direction of low cost on purchases
Through the Make-Up attempt on, customers can attempt every kind of merchandise like lipsticks, blush, basis, eyeshadow, and many others. with out leaving their home or truly testing the make-up. The app’s Virtual Skin analyser analyses a consumer’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 personalised product suggestions, and study every consumer’s pores and skin as they use the app. We intention to succeed in a bigger viewers by way of the app and it’s made it obtainable to obtain on each IOS and Android app shops.
(Puja Gupta could be contacted at [email protected])