Dive Brief:
In the midst of a magnificence revamp, J.C. Penney on Thursday launched new magnificence experiences powered by synthetic intelligence and augmented actuality by means of a partnership with Revieve.
The division retailer launched an AI-driven skincare adviser expertise, which makes use of diagnostics know-how to research selfies and supply suggestions for a customized skincare routine. Users of the web expertise can even reply a questionnaire.
Alongside its skincare adviser expertise, J.C. Penney additionally debuted make-up try-on capabilities by way of AR.
Dive Insight:
J.C. Penney is popping to know-how to assist drive its revamped magnificence technique.
The division retailer in late 2020 introduced it was planning a brand new magnificence idea after earlier associate Sephora teamed up with Kohl’s as a substitute. The imaginative and prescient included promoting a wide range of merchandise throughout the mass, masstige and status classes. The new providing launched in October final 12 months at 10 shops, with inclusive magnificence web site Thirteen Lune serving as a flagship associate. The division retailer mentioned on the time that the idea can be rolled out to all of its areas by 2023.
From the beginning, J.C. Penney emphasised inclusivity as a core a part of its new magnificence idea, and the division retailer sees its new tech choices as an growth of that promise.
“We wish to be the procuring vacation spot of selection, providing a customized method that absolutely celebrates and honors them as distinctive people,” Michelle Wlazlo, chief merchandising officer at J.C. Penney, mentioned in an announcement. “Our partnership with Revieve permits us to ship on our clients’ want for personalization no matter age, gender, race, pores and skin tone, magnificence routine, or finances.”
The options J.C. Penney is including have been pursued by the business at massive for years. AR try-on capabilities, particularly for magnificence merchandise, have expanded far and broad, and have become much more related when the pandemic did away with in-store try-on.
Personalized product suggestions — and even custom-made formulation for magnificence merchandise — have turn out to be more and more standard amongst startups getting into the sweetness house. The likes of Prose, Proven and Function of Beauty create distinctive product formulation for buyers primarily based on knowledge from questionnaires and different sources. And even conventional manufacturers and retailers have labored to create distinctive suggestions for buyers. Clinique simply this July opened a “Clinique Lab” idea at Macy’s that makes use of diagnostics instruments and facial scanning software program to research pores and skin and supply product suggestions.
For J.C. Penney, the work to enhance its magnificence providing comes because the retailer extra broadly is in search of to reinvent itself after a 2020 chapter. The firm has rolled out new personal label attire traces as effectively that, very similar to its magnificence providing, emphasize inclusion and variety.
https://www.retaildive.com/information/jc-penney-revieve-beauty-skincare-adviser-experience-augmented-reality-try-on/631524/
