JCPenney applies AI, AR to skincare

Dan Berthiaume
Senior Editor, Technology
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JCPenney is offering AI-based skincare recommendations (Graphic: Revieve).

JCPenney is partnering with a digital branding company to offer artificial intelligence (AI) and augmented reality (AR) beauty experiences.

The department store retailer is collaborating with Revieve to launch a collection of digital makeup and skincare offerings. These AI- and AR-based experiences are being delivered as part of the omnichannel, inclusive J.C. Penney Beauty environment introduced n fall 2021.

The new JCPenney Skincare Advisor tool 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 based on a 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 offers JCPenney Beauty product recommendations and skincare education tailored to their specific characteristics.

JCPennney is also offering an AR-based virtual makeup try-on feature.

"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.”

"We are delighted to be partnering with JCPenney – one of the only department chains in the US to bet on personalization and simultaneously launch new digital experiences in two beauty categories,” said Sampo Parkkinen, CEO and Founder at Revieve. “We are honored to support JCPenney customers in finding the right makeup products and skincare routine tailored to their skin type and preferences, further strengthening JCPenney's position as a one-stop destination for all of its consumers' diverse and unique needs.”

JCPenney – technology innovator
J.C. Penney has been notably stepping up efforts to transform its enterprise with technology during the past 12 months. In January, the retailer appointed two veteran executives from Gap and Neiman Marcus to C-level, technology- and digital-related positions.

The retailer has also been using Metrical predictive artificial intelligence (AI) modeling-based solutions in its e-commerce promotions. The results have included a 40% increase in new cart creation, an 18% reduction in cart abandonment and a 10% improvement in revenue on targeted visits.

Utilizing Metrical predictive AI solutions, Penney has improved the targeting and performance of online promotional tools such as pop-ups and paid search. Penney’s also applied Metrical technology to its efforts to convert online sales of items from low-performing product categories that were sitting unpurchased in customer carts.

And in December 2021, the retailer, which had already been offering buy-online-pickup-in-store (BOPIS) and curbside pickup services, partnered with on-demand delivery platform DoorDash to offer same-day delivery of select online orders in time for the holiday season.

Based in Plano, Texas, JCPenney operates more than 650 stores in the U.S. and Puerto Rico.