Look Fantastic hails success of innovative Foundation Finder tool
Online cosmetics retailer Look Fantastic has hailed the success of its Foundation Finder tool after launching it a year ago.
The tool uses AI to transform how customers find their perfect foundation match online.
Going one step further by personalising the customer experience, a quiz was introduced to determine customers’ preferences on foundation type, while still ensuring a perfect shade match.
Since the tool was introduced, THG owned Look Fantastic has seen sales of brands such as Illamasqua and Laura Mercier rise by 14% and 13% respectively year-on-year and the retailer is now planning to launch a finder tool for concealer in the first quarter of 2025.
Look Fantastic said there have been 426,000 visits to the foundation finder to date, which have resulted in almost 20,000 orders.
Created by Ingenuity, THG’s end-to-end ecommerce technology platform, development relied on in-house colour algorithms and data taken from THG Beauty’s laboratory equipment. AI technology is then used to recommend a shade that is a good match for another foundation product that the customer already uses.
Lucy Gorman, chief executive of THG Beauty said: “We understand the challenges beauty consumers face when shopping for new foundation products online, and as such, we wanted to bring the in-store foundation matching experience to life online.
“The success of the foundation finder to date attests to the power of innovation in enhancing the customer experience. We are thrilled to have seen such positive feedback and remain committed to pushing the boundaries of what’s possible in the beauty industry.”
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