Cosmetics & e-commerce: From a simple diagnosis tool to a more lasting personalised experience

Diagnosis in the form of a quiz: an option for optimizing the online experience

Several possibilities are available to cosmetics and personal care companies as part of improving the online user experience. Some brands in this field have opted for a quiz in "diagnostic" format (questionnaire then results in the form of a fairly basic decision tree). But this format has certain limitations ...

USE CASE: The Dior Group

The brand offers its customers a simple quiz, in four steps, allowing them to understand the scent that could potentially match them. For example, they must choose a shade of color, or even a degree of intensity. At the end of the test, a fragrance from the Dior range is offered to them. There is an option to receive samples to test the fragrance before purchasing.

USE CASE : Urban Decay

Thanks to their “Your complexion diagnosis” section, the make-up giant also offers a four-step questionnaire to find the ideal shade corresponding to its skin, as well as the perfect product in their wide range. It is just a matter of choosing between several skin colors and then defining certain undertones, such as a "warm or cool" complexion. At the end, the customer has an accurate shade diagnosis, directing it directly to the product page.

USE CASE : Versed Skin

The vegan and cruelty-free brand's questionnaire is based on the customer's lifestyle, for example, where they live, how many hours they sleep, and whether they smoke or not. It is also a question of determining the skin type and the main problems of the person taking the quiz. At the end of the questionnaire, suitable products are proposed, constituting the ideal skincare for the profile described.

USE CASE : Leonor Greyl

Leonor Greyl’s personalised support for the line of hair products consists of a questionnaire with ten questions covering all the characteristics of hair. At the end of the quiz, several complementary products are offered for a hair routine that perfectly matches the user's profile.

USE CASE : Vichy

The brand using Vichy thermal water offers an "Algorithm for the detection of signs of aging", developed with dermatologists. Operating in three steps, the users need to first take a photo of themselves for visual analysis to ensure the results are accurate. Secondly, the users need to give more information about the characteristics of their skin to obtain a diagnosis and a skincare routine.

USE CASE : Nyx

The technique chosen by Nyx is different from that of others: the brand allows customers to try the skin tone products directly on their skin via their webcam. Thus, site visitors can test the products almost like in store.

However, this format has several limitations...

These solutions have limits for brands. Indeed, a decision tree is by nature frozen, and the products that are presented at the end must be labeled manually, unlike an automated solution. And the more often the catalog is updated, the more time it takes to update it.

Furthermore, with an automated solution, there is more flexibility in the criteria, which may overlap with weighted filters. Conversely, a simple decision tree diagnostic model will not be able to handle this level of precision.

Finally, this is one of the important aspects for the CRM teams. The data of these results is never kept, not only for the brand which cannot offer a lasting personalised experience, but also for the user who loses the information that took a long time to enter for future connections. This is of course not the case with our solution.

The solution: a mix of a high-performance shopping assistant and high-quality live chat

The Cleed solution combines all the functionalities presented previously, thanks to a single tool.

Thus, the consumer can define the products which correspond to him thanks to the test. He can ask for not only practical information but also advice on utilization or on choice for all ranges.

In addition, advanced machine learning enables the Cleed shopping assistant to capture the tastes of customers, and therefore offer products that match them.

The Cleed tool also offers support by an advisor in the event of very specific questions is the "plus" allowing monitoring and optimal customer service.

Cleed will also apply its solution to its own site offering fashion items (cleed.com).

To learn more about our solution, we invite you to contact us here: https://cleed.ai/get-a-quote