Cosmetics market bets on AI to enhance customer experience

The cosmetic and dermocosmetic industries are already on the road to hyper customization powered by AI (Artificial Intelligence) that allows meeting customer needs in a unique and scalable way.

Targeting the consumption of items in this industry added to e-commerce (online shopping), the challenge is to develop platforms or applications that assist in choosing the right product, the correct shade and with the features that are fit for each type of skin. “Products are increasingly customized and, thus, the ways of buying should be responsive to customers’ singularities. That is when artificial intelligence comes into the stage. Allied to technology, the AI allows that virtually through the cell phone camera the brand identifies the tone and type of skin, recommending the best product to the customer,” says Rodrigo Pereira, Executive Director at act digital.

According to ABIHPEC’s (Brazilian Association of the Cosmetic, Toiletry and Fragrance Industry) Market Data Panel, the sector experienced a 5.7% sales increase in the first four months of 2021, in relation to the same period in the previous year.

The increased demand entails market opportunities. According to Rodrigo Pereira, companies coming into being exclusively because of the demand for customized AI-powered beauty treatment. For example, consumers may complete a questionnaire about their skin type and eating habits, take a picture to identify their skin tone, and the algorithms create an exclusive formula that meets all their needs. And all that without leaving home, and with dermatological validation that ensures quality and assertiveness.