SK-II’s latest pop-up smart store, AI and robots attend to customers
Since starting to experiment with smart stores in 2018, SK-II has been continuing to announce new versions via a pop-up store format. We went to check out their latest iteration, which comes equipped with AI-driven skin measurement devices and a robot beauty advisor.
The “SK-II Future X Smart Store” recently opened in Harajuku, Tokyo. With a limited run only — between June 7 and August 12 — this is a smart store by SK-II with state-of-the-art interactive experiences developed to allow visitors to enjoy shopping with less stress and at their own pace.
Fully-automatic AI skin measurement allows for self-service
What stands out, as the biggest feature for this new store in Harajuku, is the AI-utilizing skin measurement device “Magic Scan”. It involves the customer simply sitting in front of a mirror for three minutes, during which time the status and age of their skin are measured, and eventually a product is recommended in accordance with the results. All of this is handled by the one fully-automated skin-measuring device. The device calculates your skin’s stability based on skin entropy analysis conducted by the AI, and displays the results in an easy-to-understand diagram where the data is separated into the three sections of eyes, cheeks and mouth.
Where normally, beauty staff would be tasked with conducting in-store skin measurements, the “Magic Scan” is set up to allow visitors to handle the devices themselves via an audio guide. This is something implemented for those who want to find out in private what their skin-age and analysis results are.
As an evolution from SK-II’s previous smart store iterations, this time these AI-driven skin measurement devices have been set up in a smaller and more compact space akin to a line of dressing tables. The early implementation of these devices brings the smart store concept one step closer to becoming a daily reality.
Smart mirrors and robots attend to customers
In today’s world, where the internet and social media are commonplace in our lives, many people are inclined to do a fair amount of prior research on products before buying them. For these types of research-inclined customers, the point in actually going to visit a store is to get a more physical idea of the product — in other words, holding it with their own hands and checking out aspects such as bottle size and texture. Not wanting to listen to a staff member explain what they already know, these customers are primarily interested in trying out the product at their own leisure. In response to this kind of shopper, SK-II has set aside an in-store testing area that features a “Magic Mirror” device that is navigable via eye-tracking technology.
In front of this mirror is a row of sample products and when one is picked up the Magic Mirror responds by displaying information about the product, including how to use it. When you want to continue to the next step, you only need to look towards a specified point on the mirror to go there. The system is designed to allow the customer to gain just the information they need at their own pace. Unlike a touch panel, there’s no physical contact with the screen and so the hands-free navigation makes sampling the products easier and also much more hygienic.
Then there’s the robot beauty advisor “Yumi” who makes her in-store debut. Customers convey to Yumi what kind of skin troubles are ailing them, for instance dry skin or fine facial wrinkles, and the robot will grab the most appropriate product from a shelf behind and also display the product’s characteristics and uses on a screen.
Digital technology allows shopping at the customer’s pace
The implementation of these digital tools reveals SK-II’s intent to give control of the skincare shopping experience back to the customer. Whether it’s the Magic Mirror or a robot, these technologies currently remain as mostly curious attractions that aren’t quite up to the level yet of replacing humans. They also risk becoming hackneyed if overused. Nevertheless, it’s the living and breathing human staff members who will be able to correspond much faster and more flexibly for when giving product explanations and recommendations.
On the other hand, SK-II’s philosophy, according to SK-II Global Feature X Director Mayu Arao, “is not to refine and improve the digital tools so that they are as similar to human staff members as possible, but to use them to increase the options available to customers in-store, so that they have a choice of how to be handled and marketed to.”
Another digital in-store feature is an “AR wall” where by using a custom smartphone customers are introduced to the story of the birth of SK-II’s originally-developed PITERA component that features naturally-derived ingredients. There’s also a selfie booth where visitors can film a short video enhanced with special effects that show them surrounded by confetti, mimicking the design of the “SK-II Facial Treatment Essence” limited-edition bottle. These experiences are designed to prompt customers to enjoy the store proactively.
Popping-up in the cosmetics section of a department store
Before the Harajuku store, SK-II briefly opened up a smaller pop-up store with mostly the same concept and facilities in the cosmetics section of Isetan’s Shinjuku main store between April 24 and 30.
When we asked Director Arao about the reason for opening in a department store, she explained that it was through recognizing a certain type of consumer. This type of consumer is mainly from the younger generations, and although they admire the brand power of so-called “department store cosmetics” and the more luxurious level of customer service, at the same time they lament how department stores make them feel self-conscious, how they have to go through the pain of small-talk with staff, and also how they feel pressured to buy something. Arao reveals, “We felt that we wanted to show these consumers that we are a brand that offers a new experience, where through the use of digital technologies visitors to the store don’t have to worry about conversing with sales staff in order to use the skin measurement devices and product guides.”
SK-II’s objective is personalized support
From here on, as digital devices for such things as skin measurement become installed in stores, the role of human sales staff is set to change dramatically. However, by no means does this mean that their importance will be reduced.
For customers who want to use the available devices to select products at their own pace, human staff can shrewdly take a step back and be available just for when the customer has questions. On the other hand, for customers who want to receive information face-to-face and ask for advice, human staff can dedicate a proper amount of time for them. By having the digital tools and human staff working side-by-side, not only can the stores be better equipped to welcome consumers who tend to avoid stores, but they can also better provide customer service that is personalized to each individual customer. This is no doubt at the heart of what SK-II is currently trying to achieve.
Text: Ching Li Tor
Original Text (Japanese): Ayako Sogo
