THE beauty company bet on cutting-edge machine learning and artificial intelligence to read thousands of consumer comments shared across the internet and uncover what makeup addicts around the world wish for in a mascara
Every day, countless beauty-related comments invade social media. But are they really heard when new products are created? Avon introduces True 5 in One Lash Genius, the mascara that answers social media’s most-desired lash benefits: Full Volume, Beautiful Length, Lasting Lift, Precise Definition and Dramatic Lash Black Colour. Through the development of the Genius Algorithm, an exclusive machine learning and artificial intelligence tool created in partnership with data science and creative production company MediaMonks, Avon sliced through the largest beauty database in the world — the internet — to read, filter and process thousands of consumer comments and rank the top features they craved.
“The Genius Algorithm allowed us to sort through a huge amount of user generated content on social media and to understand the correlations and interconnections in what people really wanted in a mascara. The big finding was realizing that consumers don’t want to choose between one feature or the other: 60,97% of them want their product to be multi-benefit. Lift and volume are inarguably the most requested benefits by the beauty community. Everybody is seeking that coveted full and fanned-out lash look, but nobody wants to give up other important benefits, such as length and dramatic intense black color. True 5 in One Lash Genius delivers it all,” says James Thompson, Avon’s global Chief Marketing Officer.
Developed by Avon’s multiple-awarded R&D team, True 5 in One Lash Genius combines a high-tech multi-action, Smart Control brush and a Quick Glide Gel formula infused with deep carbon-black pigments that are both buildable and lightweight. While the short bristles quickly load the formula onto lashes from root to tip and corner to corner to deliver the internet’s number one benefit, dramatic multi-dimensional volume, the comb grabs the lashes to lengthen, lift and separate each one of them. True 5-in1 Lash Genius is also smudge-proof and water-resistant, standing up to heat and humidity to put an end on mirror-checks throughout the day.
“Within this mass of data lies the answers to what each person wants, and this is the root of our business. Co-creating with consumers is the future and we very are excited to keep listening to them,” Thompson concludes.
