Magnet: BeautyScan

2023: Scaling BeautyScan Technology

On June 22, 2023, Magnit announced that it was scaling the BeautyScan facial skin care technology and launching this service in more than 200 Magnit Cosmetic drogerie stores - at 120 locations in Moscow and 107 in St. Petersburg.

To analyze the skin, customers need to point camera smartphone at the QR code store, upload a photo of their face and answer a few questions. Artificial intelligence processes the snapshot and selects an individual care program for the ingredients in the makeup composition. The system selects funds from 550 positions, including its own trade Magnit brands (KuMiHo, Stellar Skin Studio, etc.), and draws up care programs in different price categories so that each buyer has the opportunity to purchase the necessary funds.

Magnit began testing BeautyScan technology in the summer of 2022 in 14 Magnit Cosmetic stores in Moscow, St. Petersburg, Krasnodar, Yekaterinburg, Saratov and Volgograd. The increase in sales of goods that customers added to the basket based on recommendations was 5% compared to the indicators before the introduction of this technology. The pilot project also showed a high interest of buyers in this service: conversion (the share of those who made a purchase from among those who used the service) reached almost 70%.

Magnit will analyze the results of the BeautyScan technology on expanded geography and then decide on the further scaling of the service to the entire Magnit Cosmetic network.

We take a personal approach to our customers, and new technologies help us with this. BeautyScan allows us to offer each customer the most relevant products, compile comprehensive morning and evening care programs, and helps customers navigate the variety of products and reduce the time to find the necessary cosmetics. The pilot project demonstrated high consumer interest in the new service, so we replicate it to another 200 stores, said Eduard Iryshkov, director of Magnit's retail technology department.