MM+M Awards

Use of Artificial Intelligence 2024

Gold: Galderma, Cetaphil, Perfect Corp. and Merkle; Silver: Incyte and Real Chemistry

Sarah Mahoney

October 10, 2024

10:30 pm

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Sponsored by Spectrum Science

Gold

Galderma, Cetaphil, Perfect Corp. and Merkle
AI Skin Analysis Tool

People with sensitive skin need smarter solutions for treating their problem areas, and this challenger brand came up with an innovative tool that selfie-loving audiences couldn’t resist. People looking to improve their skincare upload selfies, which are scanned using AI. Based on the analysis, the company created highly detailed products and routine recommendations. And, it did it for less than $100,000. That’s a critical difference because Cetaphil competes with market leader CeraVe, owned by cosmetics giant L’Oréal, and CeraVe spends twice what Cetaphil does.

To build the tool, Galderma and Merkle worked with Perfect, a leading software developer, with the goal of creating an immersive, innovative and highly interactive scientific tool. It identifies a user’s skincare needs and provides tailored product recommendations based on their skincare results in exchange for their first-party data. Detailed suggestions address multiple skin issues and go far beyond the “oily, dry or combination?” conventions of the category.

This tool makes suggestions for red spots, dark circles, texture, wrinkles and hydration, as well as blemish zones. The tool taps consumers’ urge to feel empowered to manage their self-care. In return for uploading a selfie, users get an email with their skin analysis results and personalized product recommendations. This helps the brand capture relevant data while the user receives valuable recommendations.

Launched with a dedicated CRM email, Cetaphil is also supporting the effort through social media, which encourages consistent engagement and organic traffic.

The AI Skin Analysis experience is highly engaging and has proven to be an effective acquisition tool as well as an immersive experience. The judges summed up the quality of the initiative with a single word: “Outstanding.”

Silver

Incyte and Real Chemistry
The Unseen Journey

Myeloproliferative neoplasms (MPNs) are rare, chronic blood cancers in which a person’s bone marrow doesn’t function properly. Symptoms are subtle, hard to assess and difficult to describe. To raise awareness of MPN symptoms and the importance of symptom tracking, this activation uses generative artificial intelligence to bring to life the hidden emotional and physical toll portrayed by previously unseen symptoms onto the world’s largest LED volume stage.

Click here to view 2024 MM+M Award Winners.

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