Cult Beauty partners with MIME for foundation finder app
Cult Beauty has launched a MatchMe digital foundation finder, powered by AI technology.
This has been developed in partnership with MIME (Make It My Experience).
Shoppers are guided through five questions, then asked to upload a selfie before the app narrows their search to a handful of suitable options.
Alexia Inge, Co-Founder and Co-CEO, Cult Beauty, comments: "I have been searching for a killer virtual foundation shade recommendation tool since I started Cult Beauty with mixed results, so we worked with MIME to create our own one.”
“Most of the offerings out there rely too much on the user’s knowledge of their skin tone and ability to identify detailed colour nuance, without understanding personal preferences like finish and coverage.”
CEO and Founder, MIME, Chris Merkle, comments: “Covid-19 and the lockdowns have not only changed the way customers purchase colour-cosmetics online, but have further accelerated the shift towards digital spending and product discovery.”
“More searches on ‘how to match my foundation’ have occurred during 2020 than ever before – and customers demand a personalised shopping experience when accuracy matters most: when matching their own skin tone.”
He adds: “Our team, along with Cult Beauty, understand that virtual try-on only brings the customer so far in the purchasing journey.”
“We therefore have to be confident that when we suggest a product, we know it’s going to be the correct shades when the customer eagerly opens their parcel. MIME has dedicated years of research to solving this problem, so that customers are thrilled with every purchase.”
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