Beauty Store Business

MAY 2019

Beauty Store Business provides solutions for better retailing! New products, industry news, savvy business moves and important trends affecting both brick-and-mortar and online retailers are included in each issue.

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beautystorebusiness.com | May 2019 37 "The Art of You" is a digital wall that analyzes facial expressions and movements while providing an Instagrammable backdrop; there are individual booths where SK-II's Magic Ring skin analysis tool generates a scan of a customer's face, providing an in-depth look into the skin's individual needs; there is also a Smart Beauty Bar, where customers can get personalized product recommendations with the help of a responsive digital interface; and, on large screens, shoppers can add products to a digital shopping cart in real time with a simple wave of the hand. The Future X Smart Store seamlessly blends the online and offline shopping experiences with personalized mixed media. This "phygital" environment makes it easy to find the right skincare products, and shoppers can go at their own pace to gain real-time insights about their skin. "Emerging technologies such as AI and facial recognition allow us to challenge existing retail norms and share our brand experience in the way that is the most meaningful to our consumer," says Sandeep Seth, vice president of global for SK-II. "She can experience our products and learn about her skin at her own pace without being watched, judged or pressured. Our journey with the Future X Smart Store is not about replacing humans with tech, but supplementing to create a better and more meaning- ful shopping experience for our consumers." SK-II is pushing the limits of innovation to improve the customer experience–and this "smart" store is the next generation of beauty retailing. ■ Manyesha Batist is a freelance editor and journalist based in Denver; Karen Wilhelmsen is a freelance writer based in Los Angeles. Courtesy of SK-ll "The Art of You" digital wall. Customers sit in individual booths for Magic Ring skin analysis.

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