Visual media is connecting brands and consumers much more frequently, and Lancôme has discovered a way to engage online shoppers through custom-made imagery. The cosmetics giant has created an e-commerce tool for consumers, whereby they can trial and test hundreds of colour cosmetics on models online.
The brand has partnered with the Slight Commerce platform with the hope that e-commerce will eventually enable consumers to play around with colours, formulations and seasonal offerings. The digital interface has been designed to show every product on a selection of models with various skin types and bone structures.
“The reality is, relevancy is far more important that personalisation,” retail analyst and managing partner of retail systems research Nikki Baird told Cosmetics Design. “Relevancy is about letting shoppers take control and drive the experience - with the retailer lending a helping hand. It’s not about the retailer choosing a recommendation based on some data they have collected about all of their consumers.”
According to Cosmetics Design, Slight Commerce is also working with Revlon and Estée Lauder.
