The U.S. retailer has partnered with digital brand experience company Revieve to launch new digital tools to enhance shopping experiences for makeup and skincare on their online store. The new tools includes an AI-powered skincare advisor and a hyper realistic AR-powered makeup try-on technology.
"We want to be the shopping destination of choice, offering a personalized approach that fully celebrates and honors them as unique individuals," says Michelle Wlazlo, Chief Merchandising Officer at JCPenney. “Our partnership with Revieve allows us to deliver on our customers’ desire for personalization regardless of age, gender, race, skin tone, beauty regimen, or budget.”
Personalized skincare routine
JCPenney’s Skincare Advisor leverages Revieve’s proprietary Skin Diagnostics technology and AI-powered product recommendations as a seamless, end-to-end experience in which consumers can find a personalized skincare routine with a simple selfie.
To receive an in-depth skincare analysis and customized product recommendations, visitors to JCPenney’s website can take or upload a selfie and answer a quick questionnaire about their skin type and concerns. Revieve’s proprietary Skin Diagnostics technology then analyzes more than 120 skin metrics to provide users with an in-depth analysis of their skin and offer JCPenney Beauty product recommendations and skincare education tailored to their needs.
According to Sampo Parkkinen, CEO and Founder of Revieve, JCPenney is “one of the only department chains in the US to bet on personalization.” The simultaneous launch of these new digital experiences will help “JCPenney customers in finding the right makeup products and skincare routine tailored to their skin type and preferences,” he added.
Stronger beauty offering
The introduction of these new personalized digital beauty experiences follows the launch of JCPenney Beauty, the retailer’s new, fully inclusive beauty experience, last year.
Initially launched at 10 JCPenney store locations across the USA and on jcp.com in October 2021, JCPenney Beauty features an assortment of 170+ beauty brands - from tried-and-true favorites to fresh indie finds to BIPOC founded - spanning makeup, skincare, haircare, styling tools, fragrance, nailcare, and bath and body products at varying price points. Based on extensive consumer research, the retailer has created a blend of products within the mass, masstige (accounting for nearly a half of the assortment), and prestige range for customers.