LOOKFANTASTIC’S Revolutionary Foundation Finder Drives Higher Sales Growth

Over 400,000 visits result in 20,000 orders with sales of some brands up 14%

Success of the tool has led to plans to launch concealer finder in Q1 2025

LOOKFANTASTIC is celebrating the successful first anniversary of its Foundation Finder tool as AI transforms the way customers find their perfect foundation match online and reaps higher sales for the brand.

LOOKFANTASTIC, part of THG Plc, delivers market-leading customer experience through innovation. Wanting to go one step further by personalising the customer experience, a quiz was introduced to determine customer preference on foundation type, while still ensuring a perfect shade match.

The success of this is apparent with 426,000 visits to the foundation finder resulting in almost 20,000 orders. Foundation sales through the tool surged 159% during last year's Black Friday period and LOOKFANTASTIC expects a similar spike this year.

Since the tool was introduced, sales of brands such as Illamasqua and Laura Mercier are up 14% and 13% respectively year on year. The success of the foundation finder has already led to plans to launch a new concealer finder tool in Q1 2025.

The LOOKFANTASTIC foundation finder now offers over 6,100 different shade options from almost 300 different products from 86 brands including MAC, Maybelline, NARS, Lancome and YSL.

Foundation finder was created by Ingenuity, THG's end-to-end e-commerce technology platform. Development relied on in-house colour algorithms and data taken from THG Beauty's laboratory equipment. AI technology is then used to recommend a shade that is a good match for another foundation product that the customer already uses. Each shade has gone through extensive measurement to ensure the highest possible matching accuracy.

Since 2018, THG has been infusing data-led GenAI into the customer experience to provide personalised product advice and recommendations through product attribution modelling, semantic search, as well as buying guides such as the foundation finder and colour matching and intelligent customer support.

Lucy Gorman, CEO of THG Beauty said: "We understand the challenges beauty consumers face when shopping for new foundation products online, and as such, we wanted to bring the in-store foundation matching experience to life online. The success of the foundation finder to date attests to the power of innovation in enhancing the customer experience. We are thrilled to have seen such positive feedback and remain committed to pushing the boundaries of what's possible in the beauty industry."

Public link

Please use the above public link if you want to share this noodl on another website.