Last December Shiseido unveiled its plans for digital domination in 2017 and it looks like the corporation has delivered on its promise.
This week it was announced that the company has acquired MATCHCo, a Californian start-up that has developed digital technology designed to help women find the right shade of foundation with precise accuracy. The move looks set to attract customers who are seeking greater customisation and personalisation in makeup, two big consumer movements in beauty.
MATCHCo was founded by Dave Gross and Andy Howell in 2013, both of whom will remain at the company. The operation became fully functional in 2015 with the creation of a smartphone app designed to be used with an iPhone. Using LED technology and an analytical algorithm, the phone can be turned into a diagnostic tool that women can use to scan and analyse skin conditions. After the results of the skin analysis are logged, they are sent to the company and a foundation arrives at the customer's door around 24 to 48 hours later.
Since women often stick with the same foundation brand due to difficulty with colour matching, it's hoped the technology will give them more confidence to branch out in the purchase process.
Shiseido hopes to advance digital technologies aimed at skin measurement and analysis that will serve its other brands such as Bare Minerals and Laura Mercier. Another ambition is to expand and improve direct and consumer marketing through insights gleaned from contact with consumers.
