Shiseido buys AI platform company Giaran

Shiseido Americas has purchased artificial intelligence (AI) platforms provider Giaran to enhance personalised beauty experiences.

Founded last year, Giaran uses AI technologies such as computer vision, big data, and augmented reality (AR) to create algorithms of deep learning, data mining, and predictive modelling.

The company’s existing technology includes virtual makeup try on, tutorials, colour matching, personalised recommendations, makeup removal, face tracking, and detection of skin tone.

The technology is accessible through mobile, tablet, desktop, and a smart mirror powered by full high definition (HD) AR.

Giaran will be integrated into Shiseido’s Makeup Centre of Excellence and will work with the firm’s Global Digital Centre of Excellence in New York and global technology team in Tokyo to boost the continued development of its technology.

In addition, the company will support Shiseido Americas’ beauty personalisation start-up MATCHCo, the Americas Innovation Centre, and Shiseido’s research and development (R&D) facility in New Jersey.

Leveraging its simulation technology, Giaran will work towards expanding Shiseido’s beauty customisation capabilities.

Shiseido Americas CEO and president Marc Rey said: “Building on our acquisition of MATCHCo earlier this year, Giaran will provide Shiseido with immediate expertise and advanced technologies to further expand our digital capabilities, while also allowing for greater consumer intimacy through personalised offerings and enhanced user experiences.”

Shiseido has also unveiled a new neuroscience-inspired skincare line, Shiseido Essential Energy, in Japan.

Targeting women between 30 and 40 years, the new range uses ReNeura Technology that is designed to enhance effectiveness of skincare products to address dull and dry skin.