From 16 to 20 September, Dermaself brought its AI skin analysis technology to Shaka Beauty Hotel, the event created by Shaka, OVS' Beauty Edit, at Garden Senato during Milan Beauty Week.
For five days, Dermaself's skin analysis became part of the visitor experience: 2,632 people completed a skin analysis, starting with a selfie to discover their skin characteristics and needs before receiving a personalised skin care routine.
One new skin analysis every 55 seconds. That figure captures the pace of the five-day activation, where Dermaself's technology helped thousands of visitors discover more about their skin. And engagement went beyond initial curiosity: three out of four people who started the experience completed the entire journey through to their personalised routine.
The results show how artificial intelligence can become part of a physical beauty experience, delivering personalisation even in high-traffic environments.
How can AI skin analysis work at scale at a beauty event?
The results from Shaka Beauty Hotel show how AI-powered skin analysis can be integrated into a high-traffic physical environment without requiring a traditional one-to-one consultation for every visitor.
The Dermaself experience came to life through tablets integrated into statement mirrors with built-in LED lighting, designed to recall the look of vanity mirrors and turn the technology itself into part of the beauty environment.
The majority of completed skin analyses took place through these mirrors, with 89.7% of sessions started on tablets resulting in a completed analysis. But the experience was not limited to Garden Senato. Thanks to the web-based version, visitors could also access the skin analysis from their smartphones, making it possible to experience it independently beyond the event and, through the dedicated link, from home.
The activation therefore brought together two dimensions: a physical experience designed to attract and engage visitors, and a digital experience that could continue beyond the event itself. It demonstrates how a skin analysis platform can operate across retail, beauty brand activations and consumers' own devices.
From AI skin analysis to product discovery
Dermaself's technology went beyond analysing the skin. Starting from a selfie, the AI identified visible skin characteristics and translated the results into a personalised skin care routine, built using products from the assortment selected for the activation.
The goal was to simplify one of the most complex moments in the beauty customer journey: understanding, when faced with a wide product assortment, which products to choose and why.
The selfie skin analysis therefore became a bridge between understanding the skin and product discovery, bringing personalised skin care directly into the physical event experience.
What does this mean for beauty retail?
The Shaka Beauty Hotel activation shows how an AI beauty brand activation can bring together physical experience, technology and personalisation within a single customer journey.
For beauty brands and retailers, the value of this model goes beyond simply introducing artificial intelligence into a store or event. AI skin analysis can become the starting point of the beauty experience, helping consumers better understand their skin, navigate complex product assortments and discover products that are relevant to their individual needs.
At the same time, the ability to take the same experience from retail to smartphone means that the relationship with the consumer does not have to end at the mirror or when the event is over.
Shaka Beauty Hotel showed how naturally technology, skin care and entertainment can come together within the same experience. For five days, Dermaself's AI skin analysis became part of a dynamic beauty event, turning a simple selfie into an opportunity for visitors to discover more about their skin and the products best suited to their needs.
The scale of the activation can be summed up in one figure: 2,632 skin analyses in five days, one every 55 seconds.
FAQ
How can AI skin analysis be used at a beauty event?
AI skin analysis can be integrated directly into a physical beauty experience through tablets, smart mirrors and other digital touchpoints. At Shaka Beauty Hotel, Dermaself integrated tablets into LED-lit mirrors, allowing visitors to complete a selfie skin analysis and receive a personalised skin care routine. 2,632 skin analyses were completed in five days.
Can AI skin analysis also be used outside a store or beauty event?
Yes. A web-based skin analysis platform can extend the same experience to consumers' own devices. During the Dermaself activation, in addition to the mirrors installed at Shaka Beauty Hotel, users could access the skin analysis directly from their smartphones through a dedicated link.
How can AI help beauty brands and retailers personalise skin care recommendations?
AI can analyse visible skin characteristics from a selfie and connect the results with products from a brand or retailer's catalogue. Dermaself uses this approach to turn selfie skin analysis into personalised skin care recommendations, helping consumers navigate product assortments according to their individual skin needs.
Can AI skin analysis be used in high-traffic environments?
Yes. At Shaka Beauty Hotel, Dermaself delivered 2,632 completed skin analyses in five days, averaging one completed analysis every 55 seconds during the event's opening hours. Three out of four users who started the experience completed the full skin analysis journey.
