Utilizing AI And AR, Wardah Site Visits Increase 134 Percent

Illustration of the Virtual Try-On Wardah feature (photo: dock. Wardah)

JAKARTA - A report from InsightAce Analytic states that the use of artificial intelligence (AI) technology in the global beauty industry is predicted to reach a value of 13.34 billion US dollars (Rp214.6 trillion) by 2030.

Not wanting to be left behind, beauty industry players in Indonesia are starting to present AI innovations, one of which is Wardah, who has partnered with Perfect Corp, to integrate AI and AR (augmented reality) technology-based services on its website over the past year.

Starting during the COVID-19 pandemic, through this partnership, Wardah wants to increase the experience of online shopping from its consumers, as a way to accelerate growth as well as to answer consumer demands at that time.

Wardah's Perfect Corp service is a Virtual Try-On feature, which is a virtually safe and convenient solution to virtual makeup products for consumers on Wardah's official website.

Wardah noted that more than 250 thousand virtual try-on sessions have been going on to date, and there has been an increase in site traffic by 134.41 percent compared to the previous year.

Seeing this success, Wardah added a Foundation Shade Finder feature that helps consumers find the color of their product foundation that fits their skin tone.

"With Perfect Corp's partnership, we have succeeded in doing it by presenting advanced technology and experiences directly to our consumers," said Tessi Fathia, Senior Head of Digital Transformation Wardah.

Even though the pandemic is over, in the future, Wardah is committed to continuing to implement technological innovations to its services. Because for Wardah, this solution not only increases the experience of online shopping for consumers, but also helps reduce the cost of making product samples and makes their business more environmentally friendly.