Estée Lauder harnesses AI to revolutionize beauty accessibility and innovation, from assisting visually impaired users to accelerating product development and marketing strategies.
In a groundbreaking move toward inclusive beauty, The Estée Lauder Companies (ELC) has launched an innovative app that promises to transform the makeup experience for visually impaired individuals. The Voice-Enabled Makeup Assistant (VMA), released in January 2023, represents a significant leap in making beauty accessible to all.
More than 2 million people live with sight loss in the U.K. alone, for whom applying makeup has been a challenge. The VMA app aims to change this by offering a blend of artificial intelligence and voice technology to guide users through the makeup application process. “We are committed to building innovative technology solutions that make beauty truly inclusive to everyone,” says Michael Smith, Chief Information Officer at ELC.
The app, initially available on iOS in the U.K., uses smart mirror technology powered by ELC’s augmented reality and AI capabilities. It also provides audio feedback on the application of lipstock, eyeshadow, and foundation, by assessing uniformity and coverage. The AI would then identify and describe audibly areas needing touch-ups, allowing users to apply makeup with a newfound confidence and precision.
“We are committed to building innovative technology solutions that make beauty truly inclusive to everyone.”
Michael Smith, Chief Information Officer at ELC.
This innovation is the result of ELC’s longstanding partnership with Microsoft, which began in 2-17. Leveraging Microsoft’s Azure AI platform, the app showcases the potential of technology to create more inclusive beauty experiences. Smith highlights the company’s commitment to being at the forefront of accessible beauty solutions. “Technology is a powerful tool to drive inclusion,” he notes.
The launch of the VMA is just the beginning. The company plans to improve and expand the apps’ capabilities with future versions offering a wider range of makeup looks and enhanced educational tools. ELC also plans to launch the app on Android devices.
But ELC’s commitment to innovation doesn’t stop there – in April 2024, the company announced its new collaboration with Microsoft: the AI Innovation Lab. This initiative aims to utilize generative AI as a powerful force to revolutionize various aspects of the beauty industry.
“With Microsoft’s generative AI tools and expansive expertise, we are able to leverage ELC’s tremendous data to create more personalized consumer experiences and faster insights to action,” explains Jane Lauder, EVP and Chief Data Officer at ELC. The AI Innovation Lab plans to transform everything from product development to marketing strategies. This is one of the lab’s key focus areas, which is enabling ELC to respond faster to emerging trends and consumer details through the internal-facing generative AI chatbot.
“With Microsoft’s generative AI tools and expansive expertise, we are able to leverage ELC’s tremendous data to create more personalized consumer experiences and faster insights to action.”
Jane Lauder, EVP and Chief Data Officer at ELC.
Other key areas for the AI Innovation Lab include more effective product innovation, with AI tools assisting in quicker product development. Another impact would be enhanced marketing effectiveness globally, allowing for more rapid launch of locally relevant campaigns.
This push toward AI-driven solutions reflects a broader trend in the beauty industry, where technology is increasingly being used to create more personalized, efficient, and inclusive experiences. As Shelley Bransten, Corporate Vice President at Microsoft, puts it, “Generative AI represents a significant opportunity for the beauty industry – creating more engaging customer experiences, getting products into the hands of consumers faster, developing new products more efficiently and sustainably, and much more.”
The launch of the VMA app and the creation of the AI innovation Lab paint ELC’s commitment to leveraging technology for the greater good. By removing barriers to engaging with beauty products and services, ELC is not just innovating in the tech space – it’s redefining what inclusive beauty means in the 21st century.
As the beauty industry continues to evolve, initiatives like these remind us of the transformative power of technology when applied with empathy and purpose. The future of beauty is not just about creating new products, but about ensuring that the joy and empowerment of makeup are accessible to everyone, regardless of physical limitations. With its latest innovations, Estee Lauder is painting a picture of a more inclusive, AI-powered future for beauty.
All imagery courtesy of ELC.
