5 November 2020
Matas breaks the code for visual search within beauty
In cooperation with the e-commerce house Hesehus, Matas has once again proved to be one of the front-runners within e-commerce with the launch of visual search on matas.dk. A functionality which has not been seen till now in beauty webshops neither at home nor abroad.
Today, visual search within fashion is a known feature which acknowledged brands such as ASOS, Zara and H&M via their app offer to customers in the hunt for a certain outfit. However, within beauty the functionality has not yet gained acceptance neither in Denmark nor internationally since the prerequisite for a successful match is completely different. Denmark’s leading beauty giant, Matas, is now changing this with the launch of visual search on matas.dk. A functionality which has been developed in close cooperation with Matas’s regular e-commerce supplier, Hesehus.
The text completes the perfect match
Where visual search differs significantly from the beauty segment is in the use of the picture search. Within fashion the consumers may have spotted a fabulous, red bikini or a dress in a beautiful print and by means of a picture and the visual search technology, it is easy for them to be presented with similar products in their favourite webshops. But the prerequisite within beauty is different. Here the consumer is less interested in the product’s physical appearance and packaging and more interested in the content and the exact product.
This was a challenge for Matas in connection with the many beauty brands which often create recognisability in their line of products by styling them and wrapping them in the same nice packaging even though the products contain something completely different. In Matas’s own striped line for foot care where in the pictures of Matas foot scrub, foot cream and foot salve, it is the text on the packaging which differentiates the products.
So far, this is exactly what has discouraged international development houses from taking up the gauntlet with visual search within beauty. Together with Matas, the e-commerce house, Hesehus, from Odense is now providing a solution for this with the development of a visual search functionality which also extracts the text and compares it with all products on matas.dk. In this way, it is possible for the functionality to distinguish between the basically identical appearances of the products and thereby present the customers with the right match. Like in other picture seaches, the accuracy of a correct match depends on the quality of the picture and sharpness, but if the customer is not presented with an identical match, Matas is ready with alternative matching suggestions in a prioritised sequence.
All smartphones and tablets with camera can be used for Matas visual search and all data are of course anonymised.