Company: Estée Lauder Companies
Company Description: The Estée Lauder Companies Inc. is an American multinational cosmetics company, a manufacturer and marketer of makeup, skincare, fragrance and hair care products, based in Midtown Manhattan, New York City. It is the second largest cosmetics company in the world.
Nomination Category: New Product & Service Categories - Business Technology
Nomination Sub Category: Artificial Intelligence/ Machine Learning Solution
 Nomination Title: Estée Lauder Companies Voice-Enabled Makeup Assistant (VMA)
- Which will you submit for your nomination in this category, a video of up to five (5) minutes in length about the nominated new or new-version product or service, OR written answers to the questions for this category? (Choose one):
Written answers to the questions
- If you are submitting a video of up to five (5) minutes in length, provide the URL of the nominated video here, OR attach it to your entry via the "Add Attachments, Videos, or Links to This Entry" link above, through which you may also upload a copy of your video.
Visually impaired individuals typically find applying cosmetics challenging and often must rely on others for help. We recognized this opportunity here at Estée Lauder Companies (ELC) and decided to build an application to help create confidence, independence and to delight our consumers.
A first in the industry, this pioneering technology is powered by ELC’s Augmented Reality Immersive Application (ARIA) platform that utilizes augmented reality (AR), artificial intelligence (AI) capabilities and newly developed machine learning (ML) algorithms to analyze makeup on a user’s face to assess uniformity. VMA uses voice guidance to aid the user to help create their ideal look. For instance, if foundation or lipstick is uneven, descriptions of the specific areas that need a touch up are identified, guidance to correct the problem is provided, the user can make adjustments, rescan and will be prompted when everything is accurately applied.
Since this is a mobile app, the user can check their makeup on the go, whether they are just starting their routine or want to touch up throughout the day. Our goal with VMA is to become part of people's daily lives and add a bit of independence and confidence for those that need it. Our team is very interested in how our products let people explore their identities, in how we enable individuals to express themselves, and how we can make those experiences available and accessible to everyone.
This has been a very emotional journey for everyone that has worked on this initiative. It is hard to not get teared up by the reactions from our testers and the response from our initial UK market launch. There is so much joy and excitement, it is so special to work on this type of initiative. We are so proud of what we have accomplished and are excited about the global launch in 2023 that will include additional capabilities.
- If you are providing written answers for your submission, you must provide an answer to this first question: If this is a brand-new product, state the date on which it was released. If this is a new version of an existing product, state the date on which the update was released:
Released in January 2023
- If you are providing written answers for your submission, you must provide an answer to this second question: Describe the features, functions, and benefits of the nominated product or service (up to 350 words):
Total 87 words used.
VMA (Voice-enabled Makeup Assistant) is a virtual, voice-enabled makeup experience tailored to the needs of the visually impaired community and powered by artificial intelligence. A first in the industry, this pioneering technology is driven by Estée Lauder Companies ARIA platform and uses facial recognition, machine learning and voice instruction technologies to assist a person in makeup application. Our users can open the app and receive audio feedback on whether their lipstick, eyeshadow, or foundation is evenly applied, with tips on where and how to touch it up.
- If you are providing written answers for your submission, you must provide an answer to this third question: Outline the market performance, critical reception, and customer satisfaction with the product or service to date. State monetary or unit sales figures to date, if possible, and how they compare to expectations or past performance. Provide links to laudatory product or service reviews. Include some customer testimonials, if applicable (up to 350 words):
Total 332 words used.
We feel that the reviews from our users and the amazing reception that we have had since we launched this app in the UK speaks for why this is submission is deserving of this award:
Hazal B. - ‘As a blind beauty lover, I’m SO excited about this. Since my sight loss I can’t see colours the same so I can’t always see the makeup I apply to my face and never know if I have applied enough, evenly or even in the right place. Having an app to check this for me now instead of having to run and ask my Mum or Facetime a friend is going to bring a new level of independence to my beauty routine and I’m all for it. Also, I can’t wait to have the confidence to use bright, bold lipstick again!’
Sue G. - ʺ Well honestly this is the first time I've applied eyeshadow or even attempted to apply eyeshadow in years so I don't use it just because I was never able to tell if it would be… if it looked ridiculous or if it was on correctly or one eye was weird and the other eye was okay and so it hasn't been anything that I've utilized in many, many years. So just the thought of being able to put some on again and wear it is very exciting for me. ʺ
Emily E. - ʺI really, like I had said, when I came up to school, I didn't bring my eyeshadow because I generally am so hesitant to use it when I don't have somebody to check it. So I think that it's really cool to be able to branch out more. And it's, it's a way to just feel very creative, I think. And I love the ritual of putting on makeup in the morning. And so this is just another thing that I feel like I'll be able to do now. Even when I'm living alone. ʺ
- You have the option to answer this final question: Reference any attachments of supporting materials throughout this nomination and how they provide evidence of the claims you have made in this nomination (up to 250 words):
Total 159 words used.
From the start of this project, our guiding principle was inclusivity. We recognized that we had to accommodate for all shapes, sizes, shades, and unique features to encompass and embrace everyone’s unique face.This created challenges in training our artificial intelligence to adapt and react to the diversity in our faces, the colors, shades and variations of our facial features, hair, and other facial occlusions made this a vastly complex challenge. The training process was much more complex than we initially anticipated and took quite a bit longer than expected. Through trial and error, advancement in our algorithms, and dedication in our amazing engineering teams we had breakthrough after breakthrough that eventually gave us amazing results and allowed us to launch the first version of the VMA application in Apple’s UK app store. The positive reviews and words of encouragement continue to pour in and we are looking forward to an expanded US launch in the Spring of 2023
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