In 2022, more than four million users engaged with Revieve’s Artificial Intelligence (AI) Skincare Advisor tool via a plethora of beauty brands and retailers across 40 countries and every continent, including Unilever, Shiseido and Walgreens Boots Alliance, among others. In Revieve’s latest report ‘Augmenting the Beauty Consumer Journey in 2023’, findings on key consumer skin care concerns, based on these AI tool interactions, were shared.
‘Concerned about ageing’
Findings showed that wrinkles and fine lines were the top concern for females followed by eyebags. The same two concerns were top for males but in reverse order.
“Overall, both user groups are concerned about ageing because one’s skin appearance reflects a person’s health and wellbeing – and wrinkles are the most notable sign of this,” said Helen Robertshaw, dermatology advisor at Revieve.
“In addition, younger looks are associated with attractiveness, so it is not surprising that people focus on treating wrinkles,” Robertshaw said.
The third, fourth and fifth skin care concerns among women were visible pores, acne and dark spots; the same were shared amongst men but in the following order: acne, dark spots and visible pores.
Men’s grooming an ‘untapped opportunity’
Revieve said data indicated that whilst females engaged more with AI skin analysis tools (77%) versus male users (69%), both groups drove “almost an equal number of purchase actions” following a digital interaction. A total of 26% of women made at least one purchase post-interaction and 21% of men made at least one purchase.
“This sheds light on the untapped opportunity in men’s grooming to decrease the barrier of access to skin care by making their customer experience more personalised,” the tech firm said.
“…Businesses that are able to exploit the power of AI/AR-powered platforms to better understand customer behaviours and personalise their customer experience will outperform their competition,” Revieve said.
Data collated on male users indicated that 35% were Gen Z and 72% aged under 35 years. Male users also predominantly identified as having oily skin (36%), followed by combination skin (23%), normal skin (18%), dry skin (13%) and sensitive skin (10%).
By comparison, most female users identified as having combination skin (38%), followed by oily skin (21%), dry skin (17%), sensitive skin (13%) and normal skin (11%).
Deeper digital engagements
Importantly, the report also showed more purchase-related decisions linked to users taking selfies as part of the analysis process – 60% higher than non-selfie takers. Moreover, the add-to-cart rate was 86% higher if selfies were taken.
Sampo Parkkinen, CEO of Revieve, said: “We are seeing a massive shift in commerce forcing the beauty industry to transition towards relationship commerce. This means getting to know your customers individually and continuously providing a personalised brand experience.”
Last year, following a partnership with Unilever’s prestige brand Living Proof to develop an AI hair care advisor tool, Parkkinen said consumers were also ready for this deep dive in hair care as well. “It’s one thing just to apply some technology on a website or in a salon or in a store, but it’s a whole other perspective from the tech side of things when you’re actually able to understand and address the root consumer pains, problems, desires and needs,” he said.
