The brand's website can suggest looks based on trends and preferences
L’Oréal-owned Lancôme has partnered with omnichannel personalisation company RichRelevance to deliver what is being called ‘a breakthrough in online beauty’.
The technology involves Lancôme’s website and facilitates a hyper-personalised retail experience. When a consumer selects a product on Lancôme's website, they will immediately see that product applied on a model with a similar skin tone to their own. If the consumer then adds the product to their cart, they will see the model wearing a curated make-up look personalised just for them. The looks that are suggested are drawn together based on the shopper’s personal style and tastes, as well as regional trends and shopping behaviour.
“Lancôme is committed to constant innovation to exceed our customers’ desires,” said Alessio Rossi, VP, Interactive and E-Business Marketing at Lancôme USA. “RichRelevance allows us to instantly combine consumer signals with expert advice on what is most flattering to individual skin tones – and show a complete, personalised look. The result is that we can now offer the same level of outstanding service and expertise online that we provide shoppers at the counter, and support a seamless customer experience at every Lancôme touchpoint.”
“Lancôme has combined the state-of-the-art in personalisation and visual merchandising to allow shoppers to see how the best products look together on her – minus the inconvenience of an in-store makeover,” said Eduardo Sanchez, CEO of RichRelevance. “This is the future of shopping: user, products and shopping context seamlessly integrated to deliver an experience that speaks to the Lancôme shopper based on who she is, at a critical point in her shopping journey.”
The technology is powered by RichRelevance’s Relevance Cloud and Sight Commerce’s visual commerce and style intelligence solutions.