Charlotte Tilbury Goes Mobile With AI

Ordering the right color foundation online can be hard, especially when you don’t know your shade to begin with — an issue makeup lovers know all too well.

Namesake beauty brand Charlotte Tilbury is looking to tackle this challenge (and more) by introducing a mobile app that uses artificial intelligence (AI) deep learning to deliver personalized beauty solutions.

The brand emphasizes in its press release that the Charlotte Tilbury: Easy Beauty For You app is designed to democratize and streamline beauty for everyone. By combining Charlotte Tilbury’s expertise with AI, the app aims to educate, inspire and provide incentives to new and existing customers.

Tilbury said, “My app brings me to your fingertips at all times, ensuring that beauty confidence is accessible to everyone, no matter where they are. It’s a pioneering beauty tech achievement, offering a comprehensive and empowering beauty experience exclusively within a single app.

“It’s always been my mission to democratize and decode beauty and skincare. … This has been years in the making — the tech has finally caught up with my vision to make easy beauty for you,” Tilbury said.

What Consumers Can Expect

The app encompasses an array of immersive features, including step-by-step makeup tutorials, deconstructed red carpet looks, and exclusive behind-the-scenes content. Additionally, users can benefit from personalized shade matching and skin analysis tools. The app also offers exclusive content solely accessible through the app, along with confidence-boosting affirmations from Tilbury herself, aimed at fostering inner beauty for all.

Shade matching: By leveraging AI-powered beauty tech tools such as the Pro Skin Analysis tool and Pro Shade Match tool, app users can discover their skin type, access expert guidance, and find the perfect shade for their skin tone in under a minute.

Videos: While immersing themselves in a how-to video, users have the convenience of viewing and purchasing the exact products used. Moreover, the app offers tutorials on red carpet looks, featuring celebrities such as Britney Spears, Bella Hadid and Kate Moss.

1-2-1 virtual consultations: The app provides the option of complimentary and paid 1-2-1 virtual consultations with beauty experts.

Extra perks: The app offers an array of extra features, including beauty news, behind-the-scenes content from red carpet events, and innovations from Charlotte Tilbury. Users can access exclusive product releases available only through the app. The platform is designed to educate and inspire individuals on the power of makeup, skin care, and nurturing self-confidence.

Corinne Suchy, the chief growth and technology officer at Charlotte Tilbury Beauty, said, “Charlotte Tilbury Beauty … is a pioneering technology company that is reshaping the beauty industry. … We constantly strive to blur the line between technology and enchantment.”

The app can be accessed in 34 countries, including the U.K., U.S., Canada and Europe, and is available in five languages: English, French, German, Italian and Spanish. Users can choose from five currencies.

Other Brands Lean Into Apps

While Charlotte Tilbury incorporates AI technology to enrich its app experience, J.Crew is focusing on leveraging the app to streamline the checkout process, delivering a quicker and more convenient shopping experience for customers. The app aims to provide personalized product recommendations, enhancing the overall shopping journey for each individual customer.

In addition to expedited checkouts and personalized product recommendations, the app offers a 48-hour preview period for new releases. During this window, users have the opportunity to purchase two upcoming collections set for release in July, ahead of their availability on the website and in physical stores.

See also: Can Exclusive 48-Hour Product Preview Access Save J.Crew?