Client: SK-II (P&G)
Agency: Huge Inc (Singapore)
Singapore (2018 – 2019)
Collaborators
Jessica Shaw
Dave Fink
Dave Sanderson
Rare Volume
Lightswitch
Ptarmigan
Creative Technology
Kingsmen Production
The SK-II Future X Smart Store offers a revolutionary and personalized skincare shopping experience, leveraging cutting-edge technology to create an interactive and engaging environment for consumers. This innovative approach aims to transform the traditional retail model by empowering customers to explore, learn, and shop at their own pace in a non-intimidating setting.
The integration of advanced technologies aimed to make skincare shopping more accessible and tailored, moving away from traditional, often intimidating retail environments.
This project exemplified how technology can enhance customer engagement and personalize the shopping experience, setting a new standard for the future of beauty retail.
the work
My Role
Program Management
Scoping
Contract Negotiation
Vendor Management
Budgeting
Resourcing
Feasibility
Launch
As the Project Director, I led the launch of SK-II’s Future X Smart Store on Orchard Road, a pioneering “phygital” concept that merged physical retail with cutting-edge digital technology. The store featured AI-powered skin analysis booths, interactive digital walls that responded to facial expressions, and personalized product recommendations, offering visitors a seamless and engaging skincare journey.
“Phygital” Retail Environment: The Smart Store seamlessly merges the physical and digital realms, creating a “phygital” experience. Shoppers can interact with mixed media displays during skin counseling sessions.
Customer-Centric Approach: The overarching goal is to provide a non-pressurizing environment where consumers feel in control. They can freely explore, understand their skin better, and make informed purchasing decisions.
the exterior
The journey begins with “The Art of You” an interactive digital wall developed together with Rare Volume. This installation utilized advanced facial recognition and emotion-sensing technology to read expressions, head, eye, and mouth movements. In real-time, these inputs were translated into unique, ever-changing color schemes and dynamic art pieces, creating a personalized and instantly shareable welcome. Even a simple blink could trigger new visual elements, making each interaction distinct. This sets the tone for a personalized and tech-forward encounter.
the interior
Advanced Skin Analysis: The core of the experience lay in a reinvention of SK-II’s iconic Magic Ring skin analysis. We moved away from traditional, direct-contact scans. Instead, guests could comfortably sit in individual booths where, with a simple tap of a smart bracelet, state-of-the-art facial recognition, AI, and computer vision technologies conducted a remote yet comprehensive skin analysis. The results, detailing aspects like radiance, wrinkle-resistance, and smoothness, were then revealed on an interactive skincare wall.
Personalized Product Discovery: Based on the in-depth skin analysis, visitors receive tailored product recommendations. The Smart Beauty Bar offers a personalized Browse experience, allowing customers to learn about products best suited for their specific needs and how to achieve their desired “crystal clear skin.”
Smart Beauty Bar: This data-driven insight seamlessly transitioned into a personalized product discovery phase at the Smart Beauty Bar. Here, a responsive digital interface allowed consumers to explore SK-II products tailored to their specific skin analysis results. They could learn about the benefits and how to achieve their desired “crystal clear skin” at their own pace, free from pressure.
The SK-II Future X Smart Store reimagined the beauty retail landscape by creating an intuitive, engaging, and pressure-free “phygital” journey that empowered consumers. This innovative pop-up, which served as a dynamic learning lab for understanding consumer behavior and the future of retail, seamlessly blended physical elements with sophisticated digital innovations. It not only showcased SK-II’s products but also fostered memorable and meaningful brand interactions, setting a new benchmark for experiential retail. By placing technology and personalization at its core, the Future X Smart Store aimed to redefine skincare retail and connect with a new generation of consumers seeking deeply individualized and significant brand experiences.
Mentions
- https://www.straitstimes.com/lifestyle/generation-tech-how-sk-iis-future-x-smart-store-is-revolutionising-skincare-shopping
- https://weekender.com.sg/style/beauty/the-sk-ii-future-x-smart-store-finally-arrived-to-singapore-outside-mandarin-gallery/
- https://thehoneycombers.com/singapore/sk-ii-future-x-smart-store-singapore-beauty-technology-facial-analysis/