Since 2018, THG Commerce has been using data-led generative AI to transform the online beauty shopping experience. By combining product attribution modelling with semantic search, we’ve developed personalized product advice tools that guide customers to find their perfect match. The standout result? The LOOKFANTASTIC Foundation Finder.

Designed to replicate the in-store beauty consultation, this AI-powered tool helps customers find their ideal foundation shade, without ever needing to visit a store.

The Challenges

Finding the right foundation shade has traditionally required an in-person consultation: testing shades, seeking expert advice, and comparing products on your skin.

THG Commerce’s challenge was to bring this offline, expert-led experience online, making foundation matching simple, accurate, and personalized, wherever the customer shops from.

The Solutions

Our engineers began by using a specialized spectrophotometer to capture the exact colour profile of over 3,500 foundation shades. Customers then upload a selfie, which is matched against our database to recommend the most suitable shades for their skin tone.

To enhance personalization further, we introduced a foundation quiz. A quick, intuitive tool that considers a customer’s coverage preferences, finish, and skin type to refine recommendations.

Among 400 Glossybox subscribers who tested the Foundation Finder tool, 80% said the match they received was exact or close to their actual skin tone.

The Results

The success of the LOOKFANTASTIC Foundation Finder speaks for itself. Since launch, the tool has attracted over 426,000 visits, leading to nearly 20,000 orders. During Black Friday 2023 alone, foundation sales through the tool surged 159% with a similar spike this year .

Since its introduction:

• Sales of  Illamasqua and Laura Mercier foundations are up 14% and 13% respectively year-over-year
• Overall foundation sales have doubled compared to the same period the previous year  
• In Q2 2024, purchases made through the Foundation Finder and quiz were up 6% vs. Q1
• Orders via the quiz specifically rose by a remarkable +128% quarter-over-quarter

Today, the Foundation Finder supports:

• Over 6,100 shade options
• Nearly 300 products
• 86 beauty brands, including MAC, Maybelline, NARS, Lancôme, and YSL

Encouraged by this success, the THG Commerce team is now developing a Concealer Finder, set to launching Q1 2025. The new tool will go beyond just tone-matching, helping users build tailored looks for every occasion, from holiday aesthetics to winter styles.