Artificial intelligence (AI) is making it easier than ever for brands to drive sales, foster brand loyalty, optimize site navigation, and strengthen consumer engagement.

RoC Skincare – a legacy skincare brand founded by French pharmacist Dr. Jean-Charles Lissarrague in 1957 in a pharmacy known for pioneering hypoallergenic formulas and stabilizing retinol – prides itself on its clinically-backed, pro-aging skincare solutions. According to a recent Spate report, retinol body lotion is the moment’s fastest-growing skinification of body care trends alongside collagen.

Earlier this year, the brand introduced a new skincare protocol, RoC 35, following the release of the brand’s largest-ever clinical study. Conducted across 35 clinics in France, the study revealed participants aged 45-plus reported their skin looked an average of 9.6 years younger in 90 days. Over 200 patients followed a “RoC regimen” with no other skincare products and under healthcare professional supervision. The protocol combined five products and four key ingredients—including RoC’s Retinol technology, which delivers visible improvements in skin tone, texture, hydration and firmness, per the brand. The RoC 35 skincare protocol set sold for a pretty penny of $139, and was well worth the money. Providing more than a healthy glow and Crow’s feet reduction, as high as 90% reported an emotional boost, feeling more confident and optimistic about their skin.

Inside RoC’s AI Skin Diagnostic Platform

Heralding such results-driven skincare solutions are done justice with effective sales strategies and user-friendly experiences. In the last 18 months, RoC has leveraged AI to help the brand work smarter, not harder, with Revieve. The award-winning AI and Generative AI beauty tech leader delivers transformative digital experiences that redefine personalization. It does this by aiming to revolutionize beauty retail with full-spectrum AI, true-to-life AR Virtual Try-On and Generative AI-powered personalization.

According to Irina Mazur, chief product and marketing officer at Revieve, beauty discovery begins with AI platforms like ChatGPT, Google SGE, and Gemini over mere brand sites or retail shelves, thanks in part, to a generational shift. Nearly half of tech-savvy Gen Zers and over one-third of Millennials reportedly apply generative AI tools weekly for search, education or shopping discovery.

One of them is RoC’s AI skin diagnostic platform. Located on rocskincare.com, current and prospective brand loyalists fill out a questionnaire and take a selfie. The platform then generates the projected age of the user’s skin (which brand officials say is accurate) and computes a personalized recommendation of RoC products for morning and night. The tool, launched a year ago, has proved successful.

“From a tool-completion rate standpoint, over 70% of people go through the tool,” explained RoC’s Chief Marketing Officer, Hillary Hutcheson. “They use it, and from an Average Order Value Uplift standpoint, it’s 129% more than our average, which is pretty crazy.”

There has also been a reported 80% conversation rate uplift when compared to site average year-to-date in capturing email addresses and cell numbers. This information gets stored into RoC’s Customer Relationship Management database.

“The AI tool has been very helpful for us in terms of driving revenue, but also helping the consumer from an experience standpoint,” noted Hutcheson. “We’re able to create content that appeals to this consumer and their skin needs.”

RoC is able to glean critical information about the consumer including their age, residence and climate to deliver a level of personalization that helps drives retention, engagement and ultimately loyalty, Hutcheson said.

Utilizing Operational Tools To Drive Engagement

To achieve customer retention, RoC uses two operational tools, CloudIO and Ground AI. When the software gets plugged into Shopify, consumers receive personalized content based on an AI prediction tool on Roc.com. The brand is then able to send users targeted messaging like emails. This method was responsible for an 88% uptick in subscribers, according to Hutcheson.

The brand’s second operational tool, CloudIO, is a low-code/no-code application development platform that helps enterprises build custom business solutions, integrate data from multiple sources like Oracle, EBS and Salesforce, and create real-time dashboards and reports. It tracks down consumers to decipher the opportune time to fire off a trigger message to repurchase, or sustain engagement in a personalized way.

“RoC is owned by private equity, so we are Key Performance Indicator (KPI)-obsessed. AI is no different,” said Hutcheson. “We have many dashboards around AI and how – not only are we benefiting the consumer, but also are we driving operational efficiencies. The No. 1 KPI that we look at is overall engagement. This is particularly true for our consumer-facing AI technology, like Revieve.”

Go here to listen to The Happi Podcast with Revieve CEO Sampo Parkkinen.