USA. Shiseido Americas has acquired US Artificial Intelligence (AI) specialist Giaran in a move to transform the customer experience and take personalised beauty to the next level, the company said.
Giaran was founded in 2016 by scientist and world-renowned AI expert Raymond Fu from a research lab spinoff within Synergetic Media Learning Laboratory (SMILE Lab) at Northeastern University. Giaran is powered by AI technology, such as computer vision, big data, and augmented reality and creates novel algorithms of deep learning, data mining, and predictive modelling.
Current technology within Giaran includes Makeup Virtual Try On, Tutorials, Color Matching, Personalized Recommendations, Makeup Removal, Face Tracking, and Skin Tone Detection. The technology can be used across mobile, tablet and desktop as well as through a smart mirror powered by full HD augmented reality.
Giaran will remain based in Boston, Massachusetts and will become part of Shiseido’s Makeup Center of Excellence. It will work closely with Shiseido’s Global Digital Center of Excellence (based in New York) and its global technology team in Tokyo, in order to enhance and support the continued development of Giaran’s technology.
The company will operate in harmony with and supplement MATCHCo, a beauty personalisation start-up acquired this year by Shiseido Americas, and the Americas Innovation Center, Shiseido’s research and development facility.
Giaran will leverage its simulation technology across Shiseido’s portfolio and further expand Shiseido’s capabilities in beauty customisation, said the company.
Shiseido Company Group CEO and President Masahiko Uotani said: “Since our founding in 1872, Shiseido has been dedicated to remaining at the forefront of beauty. Through Giaran’s leading AI technology and our global innovation network, we’re continuing our journey of transforming how people discover and fall in love with products, creating deeply personal connections between our brands and consumers, and building a path to growth with consumers at the centre.”
Shiseido Americas President & CEO Marc Rey commented: “Raymond and the Giaran team have created truly novel AI technologies for cosmetic applications, and we are thrilled to welcome them to the Shiseido family. 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.
“We share Giaran’s philosophy that digital is a mindset rather than a tool, and we look forward to bringing more disruptive innovation to reinvent the beauty industry business model.”
Giaran, Inc Founder and President Raymond Fu said: “This is an extremely exciting move for Giaran at a pivotal moment in beauty. Shiseido shares our belief that in today’s fast-changing market, continuous evolution of product and consumer-centric innovation are key to deepening relationships with consumers and finding new fans.
“Incubated from an excellent research laboratory at Northeastern University, Giaran has great respect and admiration for Shiseido’s long-held commitment to science and innovation. We are very pleased to be joining such a passionate, talented and creative group of people to shape Shiseido’s technological revolution and the future of beauty.”
