Armani Beauty Shade Finder on E-Retailer Douglas

Challenge

In today’s competitive beauty landscape, brands are continuously looking for ways to provide a more personalized and seamless shopping experience. Giorgio Armani Cosmetics, known for its luxurious and high-quality products, partnered with Douglas to address a common challenge: helping customers find the perfect foundation shade quickly and confidently. With countless foundation shades and competing brands on the market, customers often struggle to choose the most suitable match for their skin tone.

The main goal of the pilot was to improve the user experience by simplifying shade selection for Giorgio Armani’s iconic Luminous Silk Foundation through a cross-matching tool. The challenge was twofold:

Boost engagement and conversion rates by streamlining the purchasing process and offering personalized product recommendations.

Increase customer confidence in selecting the right product by offering a precise and user-friendly shade-matching experience.

Solution

To tackle this challenge, a 5-month pilot was launched, during which Douglas and Giorgio Armani Cosmetics tested an advanced cross-matching tool with Luminous Silk Foundation as the focus product. This tool allowed users to find their best shade match by cross-referencing their current foundation shade from popular brands using the Skin Match Technology Shade Finder.

While the click-through rate was above average, the pilot also revealed an opportunity to further enhance conversions by integrating a direct add-to-cart button. This small change could potentially double the conversion rate by reducing friction in the purchasing process.

Over 52% of users utilized the cross-matching feature to find the best shade for Luminous Silk. This feature allowed users to enter their current foundation shade from brands such as Estée Lauder, Dior, and Lancôme—the top three brands selected for cross-matching.

The pilot achieved an impressive 44.97% click-through rate on recommended products, demonstrating strong user interest and engagement. The high click-through rate validated the effectiveness of the cross-matching tool in capturing customer attention.

About Armani Beauty

Armani Beauty has redefined cosmetics from the start by introducing innovative, backstage-inspired formulas that set new standards. Guided by the philosophy that true elegance lies in authenticity, the brand consistently aims to deliver products that offer exceptional lightness, lasting hold, and unmatched comfort. With Giorgio Armani’s signature elegance and quality reflected in every makeup product for eyes, face, and lips, Armani Beauty invites you to reveal your unique beauty.