THG-owned Lookfantastic expects its beauty AI tool to generate a spike in sales over Black Friday as it has seen a surge in users since its launch last year.
The beauty brand developed its AI tool last year which uses a quiz on shoppers to determine the customer preference on foundation type while recommending a perfect shade.
The group said it wanted to go a step further in innovation by “personalising the customer experience” and has seen the online tool boost sales for the brand.
Lookfantastic said it has now received 426,000 visits to the foundation finder since its launch, resulting in nearly 20,000 orders. It now offers over 6,100 different shade options from almost 300 products across 86 brands such as Mac, Nars and Lancome.
During the Black Friday period last year, foundation sales through the AI tool soared by 159%, and the beauty brand said it expects to see a “similar spike” this year.
Sales of brands including Illamasqua and Laura Mercier are up by 14% and 13% respectively year-on-year, following the introduction of the AI tool. Lookfantastic is now planning to launch a new concealer finder tool in the first quarter of 2025.
The foundation finder was created by THG Ingenuity, relying on in-house colour algorithms and data from THG Beauty’s laboratory equipment. AI technology is then used to suggest a shade that matches another foundation product the customer already uses.
THG Beauty chief executive Lucy Gorman said: “We understand the challenges beauty consumers face when shopping for new foundation products online, and as such, we wanted to bring the in-store foundation matching experience to life online.
“The success of the foundation finder to date attests to the power of innovation in enhancing the customer experience. We are thrilled to have seen such positive feedback and remain committed to pushing the boundaries of what’s possible in the beauty industry.”
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