Shiseido Americas Corporation has acquired MATCHCo, a privately-held company utilising what the Japanese beauty giant described as “revolutionary” technology and innovative digital tools to provide consumers with individually customised foundation.
Shiseido said that the synergy between its R&D capabilities and MATCHCo’s innovative digital tools will enhance a business model that captures a major consumer trend: cosmetics customisation.
MATCHCo was founded in 2013 by personalisation and technology experts Dave Gross and Andy Howell and backed by patented technology. It lets customers scan their unique skin tones through its mobile app and uses the data collected to individually blend a suitably matching custom foundation.
“The future of beauty”: Customised cosmetics is a key trend that will swell in importance, Shiseido says after acquiring MATCHCo
The MATCHCo app is distributed through Apple’s App Store and was featured as ‘Best New App’ and ‘Best of November’ at launch in November 2015. Since then, it has also received beauty breakthrough awards from Teen Vogue, Good Housekeeping and others.
Shiseido CEO Masahiko Uotani said: “We are thrilled to welcome MATCHCo, a company possessing innovative digital technologies, into our Group. Creating innovations is an area of special strategic focus for Shiseido Group, and we look forward to offering more unique value to consumers around the world. This will now be made possible through accelerated innovation in rapidly evolving digital tools and customized products.”
MATCHCo will remain based in California, with its engineering team in Palo Alto and its marketing and operations hub in Santa Monica. It will become part of Shiseido’s Global Makeup Center of Excellence, led by Jill Scalamandre and based in New York.
Shiseido Americas commented: “The combined efforts of MATCHCo and Shiseido Group will result in a roll-out and enhancement of a business model that quickly responds to changes in consumer needs and the rapidly growing market.
Expected results include:
・ increasing focus on customisation of cosmetics products;
・ advancing digital technologies aimed at consumer skin measurement and analysis;
・ expanding direct marketing; and,
・ improving consumer marketing by gathering insight through direct contact.
Shiseido is already taking steps to reinforce its Skincare, Makeup, Fragrance and Digital Centers of Excellence (COE). Collaboration among these COEs will take this model beyond its initial category, skin foundation, and further drive business expansion, the group noted.
Shiseido Americas Corporation CEO Marc Rey said: “MATCHCo is a unique company with a transformational technology platform, go-to-market strategy and approach to engaging with consumers. We are very excited to leverage their technology and tools across Shiseido’s brand portfolio and continue to build on their innovation.”
MATCHCo Co-Founder and CEO Dave Gross said: “Shiseido is the perfect platform to increase our product offering and expand our technology. We are honoured to join an organisation that has such a rich heritage of innovation. We look forward to working with our new colleagues in addressing the individual needs of each and every customer in a way never before possible.”
(Source: Moodie Davitt Report)