Clarins enlists Silicon Valley startup IlluminateAI for launch of in-store personalised make-up service
Clarins has launched AI Shade Finder, an in-store service that integrates an AI driven make-up recommendation engine to assist customers and employees.
This has been developed in collaboration with IlluminateAI, a Silicon Valley startup. Instead of relying on a single photo, the system captures a rapid sequence of images while changing a smartphone screen's light.
By analysing how light reflects on the skin, the algorithm can precisely identify skin tone, undertone and overall colorimetry, those involved claim. The servcie is available exclusively in Clarins boutiques and counters.
"It's like turning a smartphone into a scientific reader of skin colour," says Konrad Jarausch, Founder and CEO at IlluminateAI. "The technology quantifies pigmentation and undertones with a level of precision that was previously impossible in-store with a smartphone. It's ten years of make-up expertise, now accessible through a simple face scan."
"The AI Shade Finder enables us to put AI and beauty tech at the service of our ambitious strategy of accelerating in makeup,” says Jonathan Zrihen, President and CEO at Clarins "We are proud to offer an innovation built with and for our clients."
Following live testing in boutiques in France and the UK, Clarins says that AI Shade Finder is demonstrating strong impact, both on conversion and on average basket, compared to previous makeup consultations without this service.
"Clarins is very proud to enrich our makeup expertise with a truly precise AI tool to complement our Beauty Advisors' and makeup artistes' professional advice," says Katalin Berenyi, Clarins Brand General Manager. "Beauty Advisors told us it transformed their relationship with clients with an added emotional layer, and customers loved how simple and intuitive the experience felt."
"We are excited to unveil the most precise shade finder ever launched in beauty stores. This outstanding accuracy is made possible by the cutting-edge technology developed together with our partner IlluminateAI," says Laurent Malaveille, Chief Digital, IT & Business Support Officer at Clarins.
The service is currently deployed in more than 100 Clarins boutiques and counters across seven countries (France, United Kingdom, Ireland, Italy, Switzerland, Mexico, UAE), supporting the launch of the new Double Serum Foundation, with additional geographies to follow this spring.
RTIH AI in Retail Awards
Brarista, IBM Consulting, Foundit!, Quorso, Vusion, Sensei, Reckon.ai, EE, Walkbase, Globant, Riskified, and Goddiva were among the winners at the RTIH AI in Retail Awards, sponsored by VenHub Global, 3D Cloud, EdTech Innovation Hub, and Retail Technology Show.
Our 2026 hall of fame entrants were revealed during a sold out event which took place at The Barbican in Central London on Thursday, 29th January, and consisted of a drinks reception, three course meal, and awards ceremony presided over by award winning comedian, actress and writer Lucy Porter.
In his welcome speech, Scott Thompson, Founder and Editor, RTIH, said: “According to Amazon’s Andy Jassy: AI is a once in a lifetime reinvention of everything we know, and the largest technology transformation since the cloud.”
“Whether that’s overstating it or not, we're certainly seeing an increasing number of innovative, potentially game changing developments in this space across both traditional and digital retail spaces. And that is reflected in tonight's finalists, who are boosting customer experiences and tackling retailers' painpoints across the likes of physical stores, online, omnichannel, supply chain, and payments.”
“To quote one of our judges: I have to admit, judging these awards was so difficult. So many that would have been worthy winners. And great to see how AI has moved firmly into delivery mode. Firmly into delivering for customers and driving huge innovation.”
Congratulations to our 2026 winners, and a big thank you to our sponsors, judging panel, the legend that is Lucy Porter, and all those who attended our Thursday, 29th January gathering.
Stay tuned for an indepth review of the awards ceremony in the next edition of RTIH magazine.
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