Tira, the latest venture of Reliance Industries Ltd., is relying on artificial intelligence techniques to recommend perfumes or cosmetics to customers in India's expanding but competitive beauty sector.
Tira, which was launched by billionaire Mukesh Ambani’s conglomerate in April last year, also uses electronic vending machines in its stores to dispense free samples of skincare products, according to Tejas Kapadia, head of marketing of the year-old startup that has 12 stores across India and a website. “Customers love that and they keep coming back for that,” Kapadia said in Tira’s first interview since its launch. The idea is to give a “plethora of experiences” using “some form of AI,” he added.
One such interactive in-store experience is a "fragrance finder," which provides perfume recommendations after allowing customers to smell a series of "cubes" containing various fragrance notes.
Its "skin analyzer" detects a customer's traits by clicking on a photo and recommends products that are most suited to them. Its stores include a free engraving service, allowing customers to personalize their purchases by engraving names on perfume bottles or make-up boxes. The website also offers makeup and skincare lessons.
Source: The Economic Times
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