Founded by Aimee Connolly, Sculpted by Aimee is a multi-award-winning beauty brand on a mission to simplify how women shop and use makeup.
Aimee started her career as a makeup artist and spent hours learning first-hand from customer concerns. Now Aimee Connolly is named Young Businesswoman of the Year, at the Image PwC Businesswoman of the Year Awards 2022 and presents over 400 stores in Ireland and 92 Boots pharmacies in the UK.
Acknowledging how customers struggle to find and buy the right foundation shade online, Sculpted by Aimee partnered with Beauty by Holition to explore the best beauty-tech solution to revolutionise the Foundation shopping experience.
In conversation with the Head of E-commerce Development, Kevin Clarke highlights the effectiveness of our Foundation Shade-finding technology in boosting positive customer feedback and engagement.
Kevin says that Virtual Foundation Lab plays a critical role in overcoming the challenge of a realistic foundation try-on experience online. An experience that one would get while physically trying on products in the store with the support of an assistant.
For Kevin, Beauty By Holition’s bespoke services, integration support and attention to customer satisfaction has made a critical difference in their personal experience with the technology.
‘’All the granular details like depth of product customisation and filters like opacity, shades, texture, sheer finish, matte was really helpful for peak accuracy when tested by a makeup artist.’’
Since the deployment of the tool, the brand has recorded an increase in the average order value at 50 euro which has accelerated their revenue. Furthermore, customer satisfaction is at 4,6/5 on Trust Pilot and customer service it is around 4,8/5.
Drawing from the challenges, Beauty by Holition integrated the Virtual Foundation Lab- a deep learning algorithm with face scan technology to recommend the perfect foundation match for diverse users. From Tan to medium and lighter skin tones!
Our UX Research & Strategy team, led by Anita Benko alongside Nadeen Elwi, Diana Canghizer and Russell Freeman as the lead of development, identified Sculpted by Aimee’s end goal and redesigned the page for more efficiency.
‘’Our goal was for our customers to stay on the product page, try on the product and be able to directly purchase from there.’’
By mapping the user journey from entering the website to deciding the best foundation match, the UX experts identified key pain points and opportunities for improvement.
Kevin highlights that- ‘’The tool itself is fantastic, but the support from the team has been very hands-on and it’s a big winner. The team has made the experience of using the tool much more fun because we were not just given a platform to play around alone.’’
Beauty by Holition collaborated with Velstar to integrate the Virtual Foundation Lab- patented FACE Sdk technology into the brands’ Product Detail Pages(PDP). Velstar played an essential role in using our APIs to direct the user experience through SBA’s existing interface.
The Shade finding technology integration into the website easily supports desktop and mobile devices to reduce choice paralysis and the rate of product returns from online purchases.
Moreover, Velstar streamlined interactive buttons to start and complete the journey while displaying foundation match results within Sculpted by Aimee's existing swatch cards.
Now with AI Shade finding technology, Sculpted by Aimee has reduced the number of people leaving the PDP after hovering over the product. The website now encourages users to stay longer, Try-on products and get recommendations. A journey users would experience if they were in a physical store.
Our AI-guided Virtual Foundation Lab offers brands the best way to engage customers, increase conversions, reduce returns, provide personalised experiences and enhance brand awareness with performance metrics to better user experiences.
By just using mobile phones, customers can quickly scan faces to find the perfect foundation match for any skin tone by comparing the brand’s entire product catalogue of foundations. The deep learning algorithm pairs with AI to recommend the shade match with a unique user profile.
By integrating Foundation shade-finding technology into digital strategies and relevant UX design, beauty brands can create a more immersive and interactive shopping experience, ultimately driving sales and customer loyalty.
Learn more about Virtual Foundation Lab and the exciting ways to redefine your online experience with Beauty By Holition.