2024.10.07
Finding What Suits You with a Unique Recommendation Feature: The New Digital Service "MatsukiyoCocokara B"
MatsukiyoCocokara & Co. operates a major drugstore chain with 3,400 stores nationwide. They have a wide range of beauty-related products, such as cosmetics and skincare items, with sales in the beauty and health sector exceeding 70% of their overall sales.
In this context, MatsukiyoCocokara has launched a new digital service "MatsukiyoCocokara B" within their official app. This service allows users to try cosmetics on their smartphones and provides recommendations for the beauty products that suit them perfectly based on their responses to a series of questions.
The service was led by Takashi Matsuda, who is in charge of digital initiatives at MatsukiyoCocokara＆Co. We interviewed him about the development history of "MatsukiyoCocokara B" and its future plans.
PROFILE
Takashi Matsuda
MatsukiyoCocokara & Co.
Director, Group Sales Planning Executive Vice President
Services that Cross the Boundaries of Online & Offline
What kind of service is "MatsukiyoCocokara B" that started in earnest in June?
Currently, there are three types of digital services offered within the official app of "MatsukiyoCocokara."The first is the "Makeup Simulator (Service Name: B Makeup＋)", which allows users to experience makeup touch-ups on their smartphones. By answering questions about their makeup preferences and skin type and optionally uploading a face photo, users receive personalized product recommendations and can try them on directly through the app.
The accuracy of the touch-up is high; users can feel differences in texture such as "matte" or "glossy" for lip products, and they can also adjust the intensity of blush and the style of eyeliner.
They work closely with beauty staff in stores to incorporate feedback into the technology, faithfully reproducing the makeup styles and techniques of Japanese women.
Additionally, there are other services that suggest products tailored to individual skin and hair needs: the "Skincare Analyzer (Service Name: B Skincare＋)" and the "Haircare Analyzer (Service Name: B Haircare＋)". By answering questions about skin or hair concerns and optionally uploading a face photo, recommendations are generated based on the diagnosis results.
Users can purchase any products they like directly within the app. They can expect delivery through the delivery service "MatsukiyoCocokara Q" as quickly as the same day.
What are the strengths of "MatsukiyoCocokara B" that other services do not have?
One key point is that it encompasses all products available at MatsukiyoCocokara, regardless of brand.For example, while makeup simulation can be done by various brands, no previous service has provided the ability to try items across different brands. In physical stores, it’s standard to try a variety of brand cosmetics, and now this is replicated digitally with quality comparable to that in-store and an extensive selection that cannot be fully stocked in any location.
The high level of confidence in the recommendation feature is another characteristic. Typically, suggestions are based on a statement like, "people with this skin type should use this product," but "MatsukiyoCocokara B" generates recommendations based on a vast database of past purchase histories.
They reference objective facts, such as, "people with this skin and hair type actually use this product," leading to a unique sense of confidence and satisfaction for users.
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