Perfect Corp. spotlights how AI can help beauty brands boost consumer engagement
22 Feb 2023 | Perfect Corp.
Wayne Liu, chief growth officer and president of America at Perfect Corp. uncovers how artificial intelligence (AI) influences the beauty industry. We discuss hyper-personalization revolutionizing social commerce, how AI has effectively helped consumers address skin health and how it can help businesses enhance consumer engagement.
This is Radha Kaakkaria for Personal Care Insights.
I'm talking to Wayne Liu from Perfect Cop, and we're discussing the rise of AI and AR which is artificial intelligence and augmented reality in the beauty industry.
Could you introduce yourself, Wayne?
Hi, my name is Wang Wang Liu.
So, I'm the Chief course Officer and the President of America, for Profitorp.
So, my job mainly, I have a two-fold.
One is on the corporate side, which is my role on the chief course officer.
So, I'm always looking at the opportunity to grow the, the company in a strategic aspect.
It can be a product expansion, it can be a market expansion.
So, that's one role.
Another role is, I pretty much, I, I've been with the Perfect Core since day one.
So, start this company in the US and then the territories, in the, in the US, in America, not only the North but also Latam and also some part of the Europe, as long as it's, English and Spanish-speaking, it's a part of my territory.
So, I work with the business development and marketing and customer, success, the, the team to involve, with our customer, to partner customer to make sure they are very successful.
So, that's pretty much my role.
Thank you.
So my first question is, how has AI helped consumers address skin health effectively?
For the AI skincare, so we've been doing this, the AI about, I'll say 34 years ago, because you, you probably know, we are, we start from a virtual try-on, it's a makeup.
And then for the skincare, it's a very different, concept, because the virtual try-on is trying something, OK.
And then for skincare, the mainly is a diagnostic.
So, in order to do diagnostic, we need to learn the skin, the condition.
So, that's why, AI, artificial intelligence, especially on the deep learning, become a perfect, technology to use on this skincare.
So, we start, you know, getting the, the baseline.
We start about like a 20,000, different, data, data points and to build out, the skincare product.
And then as time go by, so we work with, , many partner and also we did our own research, so we get a more , data, and then the machine getting more sophisticated, so they start to learn.
So, right now, the machine, which we developed, which is called the engine, it's, pretty sophisticated.
We can identify 14 different, skin concerns from your face just to scan, scan your face.
We don't need to have any fancy equipment, just use your, phone or even PCs or camera to scan and we can identify it.
So, last year, we start, because, you know, skincare is really, we need the scientific research, the base to prove it.
So last year, we start work with , the doctor from Immigrant Board of Dermatologists.
His name is Doctor Philman, Steve Philman.
So he actually is a professor from Wake Forest and also he's, he's a dermatologist.
OK.
So, he did some thorough study.
Compare our tool with the, the current, , the, the dermatologist practitioner, and then also compare our tool with some other devices, currently the dermatologist is using.
So, we get pretty good result, not only on the correlation side, you know, which means it's pretty accurate and also, They get the fast, you know, it's very fast, couple of seconds we can identify it.
So that's why he published a couple of article in a medical journal, so sort of give a, a confidence which our tool is very accurate and easy to use.
We also, comply with the HIPAA and all different kind of certificates.
So, that's why it means our tool is also pretty secure and safe, OK?
And then work with the brand, like a Derm Concept and other brands.
Basically, a couple of things because usually, if you are selling a product, most likely customer will come and ask you which product fit me the most.
And then, What kind of skin condition I have.
So, it's very difficult to explain this one through just a, , a website or just with a survey.
So that's why we use this as the AI power skin diagnostic tool.
We pretty much get customers some idea about their skin and then the condition, and then we can do product recommendation.
So, they're pretty much like education and.
And also help the brand to convert.
Basically, they get customers, the trust, engagement, and also they can sell more product.
OK.
So, that's pretty much, the engagement we've been working with all these, , the skincare company.
Thank you.
So, moving on, how is hyper personalization driven by AI revolutionizing social commerce?
So, as for the social commerce, basically, you, you know, right now, shopping is not just an action.
Shopping is pretty much a process or I just call it a lifestyle, OK?
Because, you are shopping anytime, anywhere, and any.
In any devices, OK?
It can, it can be your mobile phone.
It can be like you're watching, like a TikTok, right?
So, it can be everywhere.
So that's why, including this shopping in the, in the social, it makes sense.
However, the thing here is that, you know, when you watch the influencer or even a commercial, right?
So they'll address a group of audience, but the How, which, which one feed me the most?
I am the one I care about.
So, that's why I guess using AI personalization technology can definitely address that need, OK, for influence to talk about something.
And then you can either do a virtual trial immediately, which we work with YouTube, so you can watch a video and then do the virtual trial in the meantime.
Or when the talk about skincare product, you can try to skin scan your face and then figure out which concern you have and then see if that product is right for you.
So, actually, personalization really drive the social commerce or vice versa.
Social commerce drive the personalization which is powered by the AI and especially AR OK.
So, that's I see that's a perfect match in between the social commerce and the the AI personalized technology.
Thank you.
Lastly, what does the future of beauty look like in terms of technology?
And for the future, definitely, the technology, especially on the AI side, will be, will play a more important role in the beauty industry.
It's not just the beauty industry, but you can see right now, the booming of AI, especially this chat GPT, this type of generated AI.
It's going to, pretty soon, it will be play a major role here.
Just like our technology, we, we use a generative, AI, we do a simulation, right?
So it let you know how, how, your skin look after the treatment or some kind of wife condition.
On a recent survey, from the agency, they said 62% of the customer really get excited with the new technology.
So, that's why, including technology into your offering, definitely you'll get more engagement with your customer.
So, that's why we see the technology is to play a very important role in the beauty industry.
Thank you for your great insights, Wayne.
It was lovely chatting with you today.
We learned a lot about how machine learning is changing the beauty industry.
Thank you.
