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Translated by
Roberta HERRERA
Published
Apr 7, 2022
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Shiseido teams up with Revieve to launch digital makeup consultation service

Translated by
Roberta HERRERA
Published
Apr 7, 2022

Personalization is now more than ever at the forefront of the global beauty industry. After Yves Saint Laurent Beauté (L'Oréal group) announced a partnership with Emotiv, a neuroscience specialist, to assist its customers in selecting their fragrance, Shiseido follows suit and unveils a new partnership. The Japanese cosmetics brand has joined forces with Revieve, an artificial intelligence and augmented reality specialist, to launch a personalized makeup advisor experience. Targeting the brand's customers in Europe, Middle East and Africa (EMEA), this digital service offers, by scpersonalized recommendations and the possibility to virtually try on the makeup products by scanning uploaded selfies. 
 

Shiseido makes artificial intelligence the focus of its makeup strategy - DR


Upon visiting the Shiseido website, customers can upload a selfie and answer questions based on their beauty preferences. Artificial intelligence then scans the selfies and monitors the questionnaire responses, and customers receive a list of recommended eye, lip, and base makeup products. Consumers can finally test a product using virtual technology before adding them to their cart.

"Our partnership with Revieve began in the skincare category and we are excited to continue this ongoing and expand to makeup. Shiseido customers can now purchase new products with full confidence and discover a makeup routine that works best for them," said Romain Carrega, Shiseido EMEA prestige director. 
 
In 2022 the Shiseido group expects to reach sales of 1,100 billion yen (8.3 billion euros), which is only slightly better than the 1,035 billion yen in revenue generated last year (+12.4% year-on-year). In recent months the group has announced that it wants to focus on its prestige brands, selling off some of its assets, and to strengthen its position in the EMEA zone in order to emancipate itself from the Chinese market.

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