JAKARTA - Currently, personal color is quite popular so that people can determine the color of clothing to the right make-up. This trend was adopted by Wardah by combining technology.
The company engaged in the beauty industry held the Wardah Colorverse in Senayan City, Central Jakarta. The event, which was held until February 16, collaborated with a global color expert to combine science, art, and technology.
At this event, Wardah introduced its newest technology, namely Wardah Color Intelligence which is integrated with Beauty AI Personal Color. This technology can analyze personal color using three main parameters, including Hue, Saturation, and Brightness.
Findi Novia Lusintasari, Wardah Decorative Marketing Group Head, said that the presence of this technology is part of the company's commitment. His party wants to answer all consumer needs who often have problems determining color.
"Our commitment as the number one beauty brand in Indonesia is to be able to answer consumer needs. So, firstly, we are committed to how we can adopt the latest technology and provide answers to consumer needs," said Findi in a talk show session on Friday, February 14.
To present this AI Personal Color technology, Wardah is partnering with Pixie Lab, a company that focuses on experiment, innovation and creativity. Pixie Lab CEO Belinda Luis revealed that they created AIs that study consumer skintones in Indonesia.
Wardah's AI Personal Color uses a database containing more than 200 thousand personal color experience from Wardar's previous event. This data was taken to train the AI system so that Wardah technology can identify patterns and read consumer needs according to skin tone and skin condition.
"From there we processed it with AI to study the data. Well, from there we also created a hyper-localization of this AI on the personal color analysis platform for Wardah's friends here. Friends can try and the skin is analyticated, it comes out of some types of skin tone," said Belinda.
The use of AI does not require a small amount of funds. When asked how much funds the company needed to develop the technology, Findi refused to specify how much funds the company had spent.
However, Findi said that the funds they spent were in accordance with the goals the company wanted to achieve. They also spend funds as an investment, not as usual funding expenditure.
"When it comes to costs, it's actually creative, yes. There are costs, we say it's expensive, but maybe it's actually going back to its goals if in my opinion. So, if you talk about costs, it actually goes back to the intention," said Findi to VOI.
Findi also refused to mention the funds because they only spent funds according to their technological needs. Findi also explained that AI requires the right infrastructure so that the funds spent are certain to develop the infrastructure as well.
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