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Brand uses technology to simplify makeup choices – Orlando Sentinel
By Brian Womack, Dallas Morning News
Dallas – Mary Kay He wants to introduce you to the new personal design guru: artificial intelligence.
In an effort to appeal to younger makeup users, the North Texas-based brand has unveiled a new digital acting service to help users choose the perfect foundation for their beauty routine, according to Lucy Gildea, chief brand and scientific officer. Service It provides some simple technology tools to take the guesswork out of the process of choosing the right shade by looking at the camera on a device.
“Beauty is very personal; shade matching is very personal,” Gildea said in an interview. “So finding the right foundation match is a really key piece. So being able to use a proprietary tool that was scientifically developed with a broader scale of shade ranges was really important.”
The AI Foundation Finder was recently unveiled, and it’s getting some positive reviews. Gildea said users who chose to like or hate the tool chose the negative option early on from the service of choice in the last check.
Mary Kay, the cosmetics company known for its consultants and Pink Cadillacs, extends its reach to more Younger generations Because it seeks to develop and expand amid competition from its massive competitors around the world. The new tool helps reach customers who are more accustomed to using their smartphones and other devices to find out what they want to buy.
“We’re about empowering entrepreneurs no matter where you are and no matter what age,” Gildea said, “and so it’s really important that we connect with a more sophisticated consumer no matter who they are…” “Younger consumers have grown up as digital natives, and this is like the default point of entry with them.”
May Kay is no stranger to technology that can enhance your makeup choices. For more than a decade, it has been offering “Mirror Me,” a service that allows users to try on makeup options to see what they look like. People may look at different products based on colors that don’t necessarily match the foundation shade.
The company is working on AI Researcher Artificial Intelligence Foundation Service for more than a year with assistance from multiple teams, including technology, R&D, along with marketing.
The effort included thousands of images to get the best option for users and help the system better understand skin tones. Another key step was multiple tests internally with company consultants in five markets.
With the new AI-powered service, users don’t have to download an app to use it, but can log in to marykay.com – And the smartphone will scan their face. The service is designed to be inclusive of a wide range of skin tones.
The technique takes about 150 different points of the face while scanning to see the facial colors – and then dilutes what would be the best shade for the client. There are more than 50 shades of two finishes among the options.
AI has received investment and attention elsewhere at Mary Kay in areas such as supply chain, research and development, creative advertising and marketing. He also pushed for the creation of a committee to help ensure new ideas are considered to a high standard, including questions about privacy.
“There are a lot of different methods that we use internally to help improve our efficiency, but also give us some new ideas that we didn’t have before,” Gildea said.
© 2025 The Dallas Morning News. Visit at dallasnews.com. Distributed by Tribune Content Agency, LLC
Originally published:
Mary Kay is applying AI: Brand uses tech to simplify makeup choices
