The prestige hair care brand is introducing a virtual team member based on an amalgamation of its employees in a bid to double down on its tech-meets-beauty identity and help consumers put a face to the label.
The status hair care label, famous for its bond-building technology, has rolled out its first synthetic intelligence-powered digital worker. To create the AI worker, Olaplex laboured with Tangent AI, combining the pictures and “emotional quality” of its 240 model advocates and workers into one composite character, with a synthesised voice, pitch, gender and accent that’s consultant of the Olaplex crew, mentioned Olaplex chief government Jue Wong.
“When you look at that virtual human, you see parts of yourself in it,” mentioned Wong. “Consumers like to look at a brand and see themselves reflected in it.”
Wong and the Olaplex crew are betting customers will probably be open to forming emotional connections to the digital human. John Harmon, senior analyst at Coresight Research, doesn’t suppose that’s far off. Increasingly, persons are accustomed to avatars, says Harmon, notably in China, the place the “virtual idols” business reaches an estimated 390 million individuals in China, based on a Bloomberg report from final yr. Even within the US, the idea is gaining traction: Los Angeles-based robo-influencer Lil Miquela counts 3 million followers, and has laboured with vogue manufacturers together with Prada and Calvin Klein. And, the aim for Olaplex’s crew member is to look much less cartoon avatar, extra precise human.
Founded in 2014 by Dean Christal, the science-based, technology-driven hair care company raised $1.8 billion at a valuation of more than $15 billion in its initial public offering (IPO).