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[video] How Shiseido and MatchCo are Disrupting Makeup Personalization

Contact Author Jeb Gleason-Allured
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Andy Howell of MatchCo discusses the possibilities of AI in the personalization of cosmetics.


Digital disruption in the beauty industry was a key theme of Cosmoprof North America 2017. During the show, Andy Howell, MatchCo's founder and chief strategy officer, joined Global Cosmetic Industry to discuss how the company's AI is helping Shiseido to solve "real problems" in the beauty industry. By delivering customized products based on sophisticated analyses of consumers' complexions, MatchCo and Shiseido's brands will be able to create a new level of engagement with its customer base.

Shiseido Americas Corporation recently launched an iPhone beauty app, Made-2-Fit, which is powered by MatchCo AI and uses the phone's camera to scan users' skin tones and then generate a custom-blended bareMinerals Fresh Faced Foundation ($49 for a 30 ml bottle) that is subsequently delivered to the consumer's doorstep. The required six skin tone scans are led by the app's virtual makeup artist voice guidance.

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At the time of Shiseido's acquisition of MatchCo, Howell said, "Today our MatchCo customer experiences her own bespoke foundation individually made to match her skin tone from the comfort of her own phone, but this is just the beginning. As part of the Center of Excellence, we look forward to collaborating with the brands in Shiseido's global portfolio to usher in a new age of personal­ization, A.​I. for Beauty."

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