As any beauty consumer can tell you, shopping for skin care can be an overwhelming proposition. With thousands of brands crowding the shelves and new ones gaining in influence by the minute, it’s no wonder shoppers are increasingly going online to seek advice.
In 2016, Procter & Gamble Co. responded by developing the Olay Skin Advisor, a web-based technology platform aimed at helping consumers identify a personalized skin care regimen best suited for their skin type and needs. Consumers use their smartphone or tablet to take a selfie and answer a few questions regarding skin concerns, product preferences and current skincare habits. With the help of some clever AI, Olay Skin Advisor then provides feedback on the visible skin condition and generates a recommendation for a customized P&G skincare regimen.
In early 2017, prior to the global release of the app, P&G approached Ipsos to help test an enhanced version of the technology to evaluate its effectiveness in providing an even more personalized experience in the eyes of the consumer. The chosen research method needed to ensure engagement throughout a multi-phased product trial, while also providing a holistic assessment of performance, believability and purchase consideration.
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