OLAY SKIN ADVISOR P&G Beauty's first "digital product" to drive personalized solutions - Insight Innovation

OLAY SKIN ADVISOR
P&G Beauty’s first “digital product” to drive personalized solutions

OLAY’S WORLD HAS CHANGED
                 TREMENDOUS GROWTH IN EARLY 2000’S HAD STALLED

2000

       • Biggest barrier to growth = product choice confusion
       • Mass Channel growth has stalled
       • 3MM consumers exiting mass annually

THE WORLD HAS CHANGED
                                ARE WE READY?

                         2016

Mobile is eating the    Data is the new       Experience vs. Product
World                   currency              To stay competitive,
Consumer path to        The more we           CPG’s cannot just sell
purchase has            understand her the    products; they will have
changed (>50% starts    better we can serve   to sell performance
online)                 her needs             and experiences

THEY ARE DEMANDING MORE
                      PERSONALIZED EXPERIENCES

“I want personalized
                                     “My Beauty
solutions that are
                                     Care should be
unique to me
                                     about ME not
because I know I’m
                                     about my
different from
                                     products!”
everyone else”

 “I’d feel more                      “Show me you
 confident with the                  understand
 knowledge I am                      me, and teach
 doing what is best                  me something
 for me.”                            new!”

WHAT IF YOU COULD GET AN EXPERT BEAUTY
CONSULTATION IN THE PALM OF YOUR HAND?

CONSUMER MODEL FOR
                          WINNING DIAGNOSTIC
                                      No one had cracked it!

Know me                       Be credible                   Engage me
show m e you understand m y   tell m e som ething I don’t
beauty goals                  know or can’t see

HOW DID WE CRACK IT?

Image Analysis                 Data Analysis              Biology
scientific selfie, tracking,   deep learning, big data,   skin science, formulation,
prediction                     proprietary algorithms     translation lab to life

WINNING WITH
                       PARTNERSHIPS

Selective, Exclusive, Leaders in Field

OLAY SKIN ADVISOR
Launched Minimum Viable
Prototype August 2016

THE PROCESS
                    It Starts with a Scientific ‘Selfie’

     Step 1               Step 2             Step 3        Step 4    Step 4 P ro d u ct
                       Skin Analysis                             R eco m m en d atio n
Image Acquisition                         Questionnaire       Regimen Reco

Visible Skin Age Prediction
                        Feature Detection        Age Prediction

                                                                  Predicted Age

• Trained a deep learning model with 50,000 facial images
• Model is able to further detect a person’s key aging areas and determine
  how old they actually look.

THE MODEL GETS SMARTER
       WITH EVERY SELFIE

          1,000,000 selfies
          and growing

HOW IT’S WORKED FOR
                                       WOMEN?

                             94%                     88%
     91%                of women agreed the
agreed the Olay Skin   products recommended      were still using the
 Advisor experience      by Olay Skin Advisor        products
 felt ‘personalized’     were ‘right for her’   recommended after
                                                      4 weeks

HOW TO GET >90% AGREE THE PRODUCTS ARE
                       “RIGHT FOR HER”?

     Deliver “right for her”.
                       94%
                   unique regimens
                   each week across
                   10s of thousands
                      of sessions

    218,000,000                       2,000,000
      possible                         “allowed”
      answer                          regimens for
    combinations                         50-80
                                        products

DON’T DECIDE AWAY “RIGHT FOR HER”
The problem with decision trees, forests, jungles

DON’T COLLABORATE “RIGHT FOR HER”
Tyranny of popularity

DON’T OVERFIT “RIGHT FOR HER”

DON’T SACRIFICE CONTEXT

NARA LOGICS: SYNAPTIC INTELLIGENCE
AI with answers you can trust

                 •   Better answers thru context
                 •   Less data prep via Connectomes
                 •   Complete transparency
                 •   Global scalability

NARA LOGICS: SYNAPTIC INTELLIGENCE
Our secret sauce: more data, less noise

OLAY’S SYNAPTIC INTELLIGENCE
More data, more personalized

OLAY’S SYNAPTIC INTELLIGENCE
Also explains why

HOW IT’S WORKED FOR
        THE BUSINESS?

SUMMARY
                                               From the AI perspective

•   Olay Skin Advisor was built AI first, including 2 AI components
•   Each was assessed for build/buy/partner
•   It’s a fantastic example of digital transformation: data +
    development

Thank you!
    &
Questions