L’Oréal recently revealed Perso, an AI-powered system that can be used at home. The device, which is 6.5 inches high and weighs just more than one pound, has a four-step process to deliver skincare and cosmetic formulas that, over time, will increase in personalization for the user.
Perso can create a personalized skincare formula by using the following four steps:
- Personal skin analysis
- Environmental assessment
- Product preference
- Custom formulation and dispensing
“Building on our deep scientific heritage and leadership in innovation, L'Oréal is once again leveraging advanced technology to create smart beauty products and services that answer the needs of our consumers and offer them near-limitless personalization and precision,” Nicolas Hieronimus, L'Oréal's Deputy Chief Executive Officer, said in a company release. “We are committed to making L’Oréal the leader in Beauty Tech – and Perso is the next step in that exciting journey.”
The launch of Perso at CES 2020 in Las Vegas marks the first phase of the rollout of this technology. The capability to create custom formulas for lipstick and foundation will be available at some point in the future, and L’Oreal says the complete Perso offering will be launched in 2021.
By using the system regularly, Perso’s AI will assess skin conditions and eventually tell the user what works and will adapt future formulas based on personal results.
“L’Oréal is one of the most trusted names in beauty, and with Perso, we are putting personalized technology directly into the hands of our consumers,” Guive Balooch, Head of L’Oréal’s Technology Incubator, said in the release. “We know that customization relies on information about your unique skin and personal preferences as well as your environment; this technology accounts for that. Perso uses AI to optimize the formulas and actually gets smarter as you use it.”
“At Loyalty360, we have seen an increase in brands focusing on first-party data that allows a deeper and more targeted personalization approach,” said Mark Johnson, CEO and CMO of Loyalty360. “The unique, first-party data that a brand can attain from a customer in a permission-based and reciprocal engagement can be quite powerful – if leveraged effectively.”
Perso also will be able to use real-time trend information and color-matching technology in its personalized offerings.
“Consumers would be able to design a lipstick shade to match their outfit or to opt for a color that is trending on social media at that moment,” the release states.
“The cosmetic industry is looking for a way to differentiate its offering to the customers,” Johnson added. “We saw that in the webinar and articles we did with Jebbit and Pour-Moi. The ability to effectively understand the most important pieces of first-party data that can create the engagement is key, and it is great to see the focus from the industry.”
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