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Started more than 70 years ago as a small specialty cosmetic company
catering to the film industry, Neutrogena has grown into one of
the world's most loved and innovative producers and marketers
of health and beauty products. Continuing its tradition of innovation,
Neutrogena worked with SeePoint to deploy the Personal Skincare
e-Valuation kiosks which are the cutting edge of retail technology.
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Neutrogena's market research indicated that while its customers
are loyal, they are typically loyal to only one particular Neutrogena
product. The company wanted to develop a program that would introduce
other products to its existing customers, attract new customers
and also demonstrate how Neutrogena's cleansers, astringents,
moisturizers and other skincare solutions work together to create
the most effective skincare regimen.
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To introduce Neutrogena's current and prospective customers to
the company's wide array of complimentary skincare products, SeePoint
and Neutrogena developed the Personal Skincare e-Valuation kiosks.
The kiosks provide individualized self-service skin analysis coupled
with Neutrogena product recommendations based on the analysis.
To provide these customized evaluations, Neutrogena's group of
research scientists in New Jersey developed an image recognition
software application that takes a high resolution digital photograph
of the customer using three filters and a series of strobes so
powerful that the camera sees beneath the skin's surface. The
software analyzes the data provided by the image and detects sun
damage as well as the build up of bacteria and oil underneath
the skin. From this analysis, the customer receives a customized
personal skincare regimen using the Neutrogena products best suited
to the customer's needs.
Customers
access the Personal Skincare e-Valuation program from kiosks
designed and manufactured by SeePoint Technology. Neutrogena
chose to collaborate with SeePoint based on the performance
and flexibility of SeePoint's interactive systems. Only SeePoint
was able to provide a computer kiosk solution advanced enough
to meet the technical demands of the e-Valuation application.
For example, SeePoint integrated a fire wire device so the kiosk
computer wirelessly powered the strobes used in the image capturing
process. The flexible architecture of the SeePoint kiosk provided
the functionality that was a must for the application. Because
the Personal Skincare e-Valuation application required a kiosk
solution with maximum clarity and brightness to display the
high resolution photographs, SeePoint manufactured the systems
with 530 nit LCD panels. The kiosk is also attached to a color
printer so the user may print the results of the evaluation
as well as the product recommendations. Thus, SeePoint was able
to provide a comprehensive solution that addressed all of Neutrogena's
requirements.
In addition
to providing the most advanced computer technology available,
the SeePoint systems were also ideal from a design standpoint.
SeePoint recommended that Neutrogena use the SecurePoint table-mounted
kiosk because this model provides a fixed solution with a small
footprint. Because the SecurePoint was designed to easily integrate
with virtually any surface as well as with displays, exhibits
and booths, the SecurePoint kiosks fit seamlessly into Neutrogena's
e-Valuation centers. Neutrogena also wanted a sleek, clean-looking
solution that reflected the image of the company's dermatologist
recommended products. Consequently, SeePoint manufactured the
kiosks in pure white to compliment the company aesthetic.
The kiosks
are installed at the Northridge mall, a premier Southern California
shopping and entertainment destination and at the Hollywood & Highland
mall next to the new Kodak Theatre, which is the home of
the Academy Awards, in Hollywood, California.
Neutrogena's
Personal Skincare e-Valuation kiosks are an unqualified success.
Thousands and thousands of people have used the kiosks at
Hollywood & Highland and the Northridge mall to evaluate
their skincare needs, and Neutrogena is experiencing increased
sales as a direct
result of its kiosk installation. Neutrogena has announced
plans to outfit six additional mall locations by the end
of 2002.
In addition
to increased sales, the Personal Skincare e-Valuation kiosks
have provided Neutrogena with important demographic information.
For instance, about fifty percent of the users at the Northridge
mall location registered themselves as Hispanic. The kiosks
have provided Neutrogena with a broader knowledge of their customers
and the impetus to fine tune the application for Hispanic users.
Thus, Neutrogena's
Personal Skincare e-Valuation systems demonstrate the concrete
value of kiosks that disseminate and collect data. By showing
customers the benefits of using more than one Neutrogena product,
the company has experienced increased sales directly attributable
to the kiosk installation. By learning more about their customers
from the data provided by the kiosk users, Neutrogena may continue
to develop the products and relationships that make it one of
the world's favorite producers of health and beauty products.
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