THG's LookFantastic says 2023's Foundation Finder launch drives ...

Published November 29, 2024

A year ago, THG’s star beauty brand LookFantastic launched an artificial intelligence (AI)-driven Foundation Finder tool to help customers “find their perfect foundation match online". It seems it has driven higher sales for the brand.

A year on and with 426,000 visits recorded, it’s “resulted in almost 20,000 orders”. It also says category sales through the tool surged 159% during last year’s Black Friday period and it now expects a similar spike this year.

Since the tool, created by THG’s tech platform Ingenuity, was introduced, sales of brands such as Illamasqua and Laura Mercier are up 14% and 13%, respectively, year on year. And the success of the foundation finder has already led to plans to launch a new concealer finder tool in Q1 2025.

The foundation finder now offers over 6,100 different shade options from almost 300 different products from 86 brands including MAC, Maybelline, NARS, Lancome and YSL.

Lucy Gorman, CEO of THG Beauty, said: “We understand the challenges beauty consumers face when shopping for new foundation products online, and as such, we wanted to bring the in-store foundation matching experience to life online.

"The success of the foundation finder to date attests to the power of innovation in enhancing the customer experience. We are thrilled to have seen such positive feedback and remain committed to pushing the boundaries of what’s possible in the beauty industry.”