ELSE Corp Unveils the 5 Eras of Beauty Retail Industry Transformation at Cosmoprof 2019 ELSE Corp- a Virtual Retail Company, an Italian start-up working on the development of the Virtual Retail platform, E.L.S.E. (an acronym for Exclusive Luxury Shopping Experience) that proposes a new Virtual Shopping experience in 3D, was one of the main Technological Partners also for this year’s edition of the Cosmoprof and Cosmopack Awards. The event, which took place in Bologna from Thursday, March 14 to Monday, March 18, was organized by Cosmoprof Worldwide Bologna and dedicated to the entire beauty production chain. more info: https://www.else-corp.com/cosmoprof-awards-2019

1. Andrey Golub
andrey@else-corp.it
Founder & CEO, ELSE Corp
RETAIL 2025
From Zero to Beauty 3.0: The 5 Eras of
Beauty Retail
1

2. The Fashion Eras at a Glance
Brands & VIP
Services
0
Consumers
I
Customer Experience:
3D Commerce
II
Mass Customization:
Virtual Retail
III
AI Driven Holistic Focus:
Virtual Couture Fashion
IV
Brand / Designer
Retailer
Client
Shopping Advisor
VIP Fashion Stylist
Passive Consumer
Fashion Influencer
Proactive &
Co-Creative
Customer Experience
Empowered by
Technology
Brand & Personal Style
Matching Techniques
Empowered by Values
AI as a New
Fashion Stylist
Empowered by
AI at 360º
AI as an Inspiration
Tool
Product Design
Trading Place
Modular Product
Design
Place for Creation
Experience Design
Retailer as a
Story Teller
Retailer as Data
Collector
Retailer as
“The Place to Be”
AI as a Designer
© 2019 ELSE Corp S.r.l. 2

3. Age of Exclusive Cosmetic Shops & VIP Clients
The Era of
Exclusive Cosmetics
© 2019 ELSE Corp S.r.l. 3

4. Beauty Retail is coming of Age
The Era of
The Brands,
Consumers &
Retailers
© 2019 ELSE Corp S.r.l. 4

5. THE ERA OF
CUSTOMER EXPERIENCE
5

6. AR in Beauty
• Expects to make colour
testing easier by simulating
makeup products on a
user’s face
• It shows what a person
would look like in real-time
and without having to
upload a photo
https://vimeo.com/
© 2019 ELSE Corp S.r.l. 6

7. Slow Down Retail Experience
© 2019 ELSE Corp S.r.l. 7
• Development of an AR mirror allowing
customers to try on a range of hair
colours
• The mirror allows salon clients to
virtually test hair shades and view
trending and classic hair colours for
inspiration
• It also features facial recognition
technology enabling the retrieval of
clients’ past looks and services
https://www.glossy.co/

8. Slow Down Retail Experience
© 2019 ELSE Corp S.r.l. 8
• The company developed a mass
market AR platform to virtually try-on
nail polish
• Real - Time segmentation and re-
coloring
• Color naturalness
• Color collections from Amazon
https://www.glossy.co/

9. Follow the Leaders: L’Oreal for AI, IoT and Sensors
• It is a sensor connected to an app that allows to
measure the user’s skin PH and then to create
custom skin care protocols
https://www.theverge.com/
© 2019 ELSE Corp S.r.l. 9
• Created an app of AR: A type of mirror, or
selfie where the user can try on different
make ups
• An app which shows how a user would look
with different hairstyles and colours
http://modiface.com https://www.lorealprofessionnel.co

10. Digital Mirror with Assistant
• “Smart Mirror” is a bathroom
device that offer beauty tips
• The smart mirror displays
makeup and skin video
tutorials directly on its surface
https://www.thejuno.co
© 2019 ELSE Corp S.r.l. 10

11. THE ERA OF
MASS CUSTOMIZATION
11

12. Custom Face Masks
• EgoEra prints a face mask that is a
personal sheet mask
• It allows to target whatever skin care issue
the user may have
• To create a face mask, vegetables and
fruits are used to craft juices that contain
ingredients for common skin problems
https://www.bustle.com/
© 2019 ELSE Corp S.r.l. 12

13. 3D Printing & Makeup
3D PRINTING
&
MAKEUP
http://gracemink.com https://www.foreo.com/
• Personal 3D makeup printer with
cosmetic grade
• Compatible with personal
devices
• Creates economies of scale in
individual cosmetic
consumption
• Spinoff Makeup Hacker allows
customers to transform the
colour of any makeup in
possession
• Digital 3D printing makeup
technology customizable to
individual facial geometry
using 3D facial scanning
and tripe layer 3D printing
• Full custom makeup look
achievable within 30 seconds
• Integrated app provides real-
time customizable
inspirations from red carpets,
magazines, runways, etc.
© 2019 ELSE Corp S.r.l. 13

14. Product Customization made RIGHT
© 2019 ELSE Corp S.r.l. 14
• Prototype of first - ever wearable microfluidic
sensor to measure skin PH levels
• A small sensor is applied on the skin. After a
bit, the wearer opens the app that reads the
PH measurement and provide customised
product recommendation
mediaroom.loreal.com/

15. Store of the Future and Individual Products
https://www.thejuno.co
• Pop - up store for Clinique iD that
allows to customers creating their
own products
• The store is provided with the Clinical
Reality Station, where a row of iPads
scan faces and detect skin issues
• To enrich the experience, there is a
VR station too, where the customer
chooses a virtual trip related to the
cosmetics collection
© 2019 ELSE Corp S.r.l. 15

16. MyPowderful - ELSE Corp for Cosmoprof 2018
© 2019 ELSE Corp S.r.l. 16
• Development of an engaging Retail Experience of Powderful, a cosmetic ‘all-over’ powder
especially intended for different uses.
• The product could be personalised across different applications such as the 3D Virtual Boutique
and the Microsoft HoloLens, allowing its production upon request.
https://vimeo.com/263951153

17. THE ERA OF
ARTIFICIAL INTELLIGENCE
17

18. Visual Style Search
Pinterest using AI to filter beauty
searches by skin tone
Specialised social network with
advanced filtering capabilities
INPUT
Users select from 4 colour palettes of
skin tone ranges to narrow down the
search filters
OUTPUT
Images related to the colour palette
selected
https://www.glossy.co/
© 2019 ELSE Corp S.r.l. 18

19. Product Customization made RIGHT
© 2019 ELSE Corp S.r.l. 19
• AI - enabled digital skin diagnosis tool
• It uses selfies to assess the user’s skin in
order to make skincare recommendations
tailored to the individual
• The tool includes 6,000 clinical images of men
and women across countries such as France,
India and China, as well as 4,000 user selfies
in different lighting conditions
https://thecurrentdaily.com/

20. Beauty 3.0
© 2019 ELSE Corp S.r.l. 20
https://www.businesswire.com
• Beauty 3.0 is a unique brand and retail
business solution transforming the consumer
beauty shopping experience through
experiential product trials that drive conversion
• The solutions include AI Product
Recommendations, AI Smart Shade Finder, AI
Skin Diagnostic, AI Live Hair Multi - Collor
Effects
• The innovation represents a shift from
traditional reactive retail experiences, to highly
personalised and proactive ones

21. AI in Beauty
© 2019 ELSE Corp S.r.l. 21
https://www.revieve.com/
• Personalised selfie -
powered beauty - product
discovery and
recommendation for beauty
brands & retailers
• In - store, online, on mobile,
on Messenger & WeChat
and through Alexa or Google
Home

22. AWARDS 2019:
THE 3D TROFEO EXPERIENCE
22

23. Concept Store & 3D Experience
© 2019 ELSE Corp S.r.l. 23
https://vimeo.com/324161384