Can consumers rely on face-scanning technology for accurate product discovery?
The challenge cosmetic companies are faced with:
Google says that more than 60% of online beauty shoppers have decided not to purchase a beauty or cosmetic item online because they didn’t know which color or shade to choose. Additionally, 41% have returned an item because it was the wrong shade. Along with difficulty to match shades, Skin Match Technology also investigated the client’s product discovery process and the novelty of consumers having to find the correct foundation which will not only match their skin tone but their skin type and needs.
Investigation
We went on the field to test the customer discovery experience of the NYX cosmetics online shade finder VS getting matched in the store. Here is what we investigated
Do Facial recognition shade finders provide in-depth guidance to customers?
What factors are taken into account when the online shade guide matches a customer to the product?
Is the shade as well as the foundation recommendation accurate?
The difference between Facial recognition shade guides and the data-driven Foundation finder by Skin Match Technology.
Do Facial recognition shade finders provide in-depth guidance to customers?
In order to test this, we tried out the NYX cosmetics shade finder of which there are 2 different shade finders, the first one is a 4 step quiz and then a virtual try on as seen below:
The 4-step Quiz
In order to determine my shade, the quiz took into account, my undertone, coverage preference and which shade I look like the most.
At the end of the quiz, to receive my results, I had to enter my email address where I’d receive my full result. I have not received the email…
However, the shade that I found most like my skin tone was “beige caramel” which is then what I assumed would be my shade.
The Virtual try on
In an attempt to find the shade “beige caramel,” I gave the virtual try-on tool a go. As you can see, I couldn’t find the shade but it seemed different shades could have been a better fit such as Soft Beige.
💡Did you know? The Skin Match Technology Shade finder is based on a database which recognises 112 skin tones, helping brands be more diverse, learn more here
So, do Facial recognition shade finders provide in-depth guidance to customers and what factors are taken into account?
There could be slightly more guidance provided to consumers. Being someone who is not that well versed on foundation, make-up and shade matching I did require a little more guidance in terms of what foundation matched my skin type as well as receiving the email to recommend my shade.
Facial recognition and online shade guides such as the NYX guide are the future and certainly a super convenient way to find my shade, the virtual try-on really takes it a step further and makes it as accurate as possible to find your shade. However, more consideration needs to be lent to factors such as skin type, potential allergies of consumers and so on as 69% of consumers feel they have to get their info somewhere else because brands don't supply enough. As all customers’ skin tends to be dryer in winter and more oily in summer this plays a huge role in the type of foundation one would use and then a huge role in customer satisfaction with the product and the overall shade finder tool as complexions of consumers also tend to differ during winter vs summer.
To expand on this, the result I received from the 4-step quiz was that Bare With Me Tint foundation or the Total Drop Control would be a good fit, but this conclusion was drawn only based on the fact that I would like something with light coverage. It had not taken into account the fact that I currently have dry skin. To further test our theory that an online shade finder must help customers discover their correct foundation in terms of skin type, I headed to the NYX store in Paris to see what foundation they would recommend for dry skin.
I asked the NYX makeup artist for a foundation that was light coverage for dry skin. She immediately recommended the Born To Glow in the shade soft beige. I then asked for interest sake what would be a good foundation for oily skin and she then recommended the Bare With Me Tint foundation.
To conclude this part of the investigation:
The NYX experiment proved that facial recognition can be accurate because it was. The correct shades and foundation were somewhat recommended to me IF I were carrying out this investigation in summer when my skin is oily. Facial recognition shade finders have the potential to provide the best in-depth guidance if they take into account more detailed factors like skin type, allergies and preferences, in that sense it still doesn’t beat the in-person consultation you get from an experienced NYX make-up artist. As for the shade matching, the virtual try-on tool is super helpful but could also pose other questions such as lighting and camera quality overall it is a great way to get an idea of the shade you need.
💡Pro tip: Try the Foundation Shade Finder for a more detailed consultation to help consumers find the right foundation for their skin tone, skin needs and more.
The difference between Facial recognition shade guides and the data-driven shade guide by Skin Match Technology.
Customers have the option of either trying it on using the live camera or uploading an image. This is flawed because, with live-try-on and image uploading, one can control important variants such as light and the type of image you upload which is why I opted for the live try-on. But it also depends on the camera quality and device. The above video was taken from my iPhone 12 Pro. Below, I’m using the facial recognition try-on with my MacBook air M1 and the quality is completely different which also makes the shades different too.
We have to also consider how facial recognition and data-drive a.i tech could contribute to diversity,
On the other hand, the Skin Match Technology Foundation Finder goes skin-deep and ingredient deep. We have built an extensive database with 112 skin tones and over 50’000 Ingredients, enabling us to combine skin care-related topics with shade matching.
Color Matching
Coverage, Finish Selection
Preferences (Consistency, Ethics)
Skin Type, Allergies, Sensitivities
Budget Selection
and more…
Because we build such an extensive database we can rely solely on data to deliver accurate results and a quiz that is adaptable to any brand’s values, meaning brands get to pick the questions they want in their quiz.
We have built an extensive database with 112 different skin tones, ensuring diversity and inclusion, and over 50’000 Ingredients that enable us to combine skin care-related topics with shade matching.
Color Matching
Coverage, Finish Selection
Preferences (Consistency, Ethics)
Skin Type, Allergies, Sensitivities
Budget Selection
and more…
VR and facial recognition seem like a good integration for your brand in order to sound more forward-thinking but consider what is right for your brand. Just because its the latest tech doesn’t mean the results are accurate, customers need more than a shade colour they need a product that is suited for their skin.
Follow us on Instagram as well as LinkedIn, where we’ll further discuss the shade-finding investigation at NYX!
