Netherlands beauty retailer offers personalized beauty experience

By Lucy Whitehouse

- Last updated on GMT

Netherlands beauty retailer offers personalized beauty experience
Cosmania, the fast-growing beauty-retailer based in the Netherlands, is investing in offering personalized retail experiences to its customers.

It is working with Revieve, provider of selfie-driven product recommendation solutions for beauty brands and retailers, to offer the company’s Digital Beauty Advisor to Cosmania’s customers.

Using shoppers’ selfies, the Revieve Digital Beauty Advisor recommends products from Cosmania’s selection using AI and machine-learning.

Cosmania is the latest online beauty retail to respond to the rising demand for a more interactive, authentic-seeming beauty retail experience from customers.

Cosmania is clearly establishing itself as an innovator willing to respond to customer demands when it comes to offering shoppers with innovative, interactive and educational solutions in the world of beauty-shopping​,” suggests Parkkinen, Revieve CEO.

Mirroring an in-store experience?

With consumers expecting a meaningful omnichannel experience, beauty brands and retail platforms have been investing increasingly in this type of technology, which along with Revieve, is also offered by other providers, including Meitu and Modiface.

Revieve CEO Parkkinen suggests that the engagement with its Digital Beauty Advisor is comparable with that of consumers in an in-store setting.

We’re seeing Cosmania’s customers show tremendous engagement with the Digital Beauty Advisor, similar to the engagement you would expect from the in-store beauty consultant in a physical store​,” he says.

The combination of receiving a personal selfie-based skin analysis, individualized skincare advice and personal product recommendations is something we’re seeing shoppers react very favourably towards​.”

Diverse and connected

How to harness beauty consumers increasingly elevated connectedness is something brands and retailers are exploring, and is set to remain a key focus.

Mariel Brown, Director of Futures, Seymourpowell, recently spoke to CosmeticsDesign​ on the findings of the firm’s ‘Future of Beauty’ report, which included a focus on digital consumers.

Widespread connectivity is having a phenomenal impact on the behaviour of beauty consumers as it has opened up the category with diversity,” ​she said.

“The beauty “standards” of old, now appear dull and unrealistic. There is a desire for more diversity and as a result new visions of beauty are emerging. Individuality follows on from diversity.

People are recognising that rather than trying to conform to an old-fashioned ideal, they should instead focus on what makes them different and dial it up for impact.”

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