In recent months, advances in artificial intelligence and augmented reality have caused brands from countless industries to try and figure out how this technology can be applied to their businesses. For beauty brands, however, AR and AI have been ingrained in their customer experience offerings for years and are, at this point, table stakes.
While the world of cosmetics, hair, and nails have greatly benefited from AI and AR, specifically through the deployment of virtual try-on technologies, we are just now seeing how this revolutionary technology can be applied to more medical skincare settings. When executed properly, this advanced beauty tech can transform the medi-spa industry, leading to increases in everything from average spend per visit to customer satisfaction.
In the most recent episode of Perfect Corp.’s Master Series of webinars, Perfect’s Chief Growth Officer Wayne Liu sat down with Facial Plastic Surgeon and Founder of AIREM, Dr. Eunice Park to discuss the impact AR and AI beauty tech has had on the medi spa industry, and how increased usage of this technology is creating new opportunities for maximizing ROI.
Watch the full conversation below:
The Growing Acceptance of Beauty Tech Software in Clinical Settings
For beauty brands, AR and AI technologies create enhanced customer experiences. Giving customers the ability to visualize the way they look with certain makeup shades or nail colors can be a great motivating tool to drive purchase decisions. At the end of the day, however, if that technology is a poor representation of the product, the worst-case scenario is you have tarnished brand reputation and increased product returns.
In clinical settings like medi-spas and dermatologist offices, the accuracy of results as displayed in AI and AR software is paramount.
Historically, skin care professionals have turned to large imaging devices to identify skin concerns with guests. Oftentimes these machines could take up an entire room, according to Dr. Park, and were not portable between practice locations. In more recent years, machines like the VISIA Skin Analysis system have lowered barriers to entry for some skin care professionals and increased device portability.
These hardware-focused skin analysis systems have long been accepted as industry standards, but advances in skin care analysis software that leverages AR and AI are challenging these hardware devices.
Not only can AR and AI analysis software provide an unprecedented level of portability — skin care professionals can use iPads or even smartphones and the device’s camera to perform analysis — but they’re now reaching or exceeding the accuracy of legacy devices.
For example, Perfect Corp.’s Perfect AI Skin diagnosis software looks at 14 different skin concerns to create a personalized diagnosis, and in side-by-side studies performs better than VISIA when comparing match rate to dermatologist assessment.
AI skin technology has reached a level where it matches or outperforms hardware systems, which makes it the perfect integration for clinical settings.
How AI Skin Tech is Improving the Guest Experience
Visiting a skin care specialist, aesthetician or cosmetic surgeon can be a sensitive experience for many consumers. By incorporating AR and AI skin tech, med spas are able to provide a more highly personalized course of treatment that has been validated by a trusted, objective technology.
“In the interaction between an aesthetic provider or clinician and a patient, it's oftentimes that the person coming in, they're very vulnerable. They're looking for guidance,” says Dr. Park. “And people are very curious about how AI can be used in beauty and aesthetics. When we bring skin health into it, and also analysis, there is a way to remove some of the subjectivity and really focus on a more objective measurement. And that allows us to create a more comprehensive treatment plan.”
By putting clients at ease, this technology helps break down barriers that enable specialists to recommend treatments and products in a personalized way.
The Impacts AI Skin Tech Can Have on Key Performance Metrics
Though new technologies can take time to come to the masses, the fact is that many med spa clients have proven open to the idea of integrating AR and AI into their treatment. At AIREM, Dr. Park’s practice where she heavily incorporates this cutting-edge tech, she has seen customer satisfaction scores of 4.92 stars out of five.
Customer satisfaction alone means repeat visits, referrals, and more. The integration of AI and AR skin tech also has ramifications on key performance metrics for the business itself.
By leveraging this technology, AIREM has seen average spending per customer rise by 47 percent, from $541 to $796. Additionally, the number of guest visits has increased by 31 percent, and the number of new guest visits has risen by 108 percent.
Skin tech is an exciting new frontier in the med spa space, coming along at a time when the med spa industry is witnessing tremendous growth. These two entities working hand in hand is leading to better customer care across the board, and driving the industry into the future.
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