Shiseido Americas acquires data company Giaran for future AI beauty experiences

By

Cassidy Mantor

Published
Nov 8, 2017

Shiseido Americas Corporation, a subsidiary of Tokyo's Shiseido Company, Ltd., announced it has acquired Giaran, Inc., a data company known for its artificial intelligence platforms. Shiseido Americas will use the technology to personalize consumer experience.

Giaran's artificial intelligence (AI) platforms offer state-of-the art beauty applications including virtual try on, tutorials, color matching, personalized recommendations, makeup removal, face tracking and skin tone detection.

Marc Rey, President & CEO of Shiseido Americas, said, “Giaran will provide Shiseido with immediate expertise and advanced technologies to further expand our digital capabilities, while also allowing for greater consumer intimacy through personalized offerings and enhanced user experiences."

The acquisition is designed to help Shiseido provide better consumer experience and drive customer engagement. Consumers have been demanding increased personalization in omnichannel shopping and respond to brands that can deliver a more individualized experience.

Raymond Fu, Founder and President of Giaran said, "Shiseido shares our belief that in today’s fast-changing market, continuous evolution of product and consumer-centric innovation are key to deepening relationships with consumers and finding new fans."

Giaran's technology uses computer vision, big data, and augmented reality. It can be used across mobile, tablet and desktop, as well as in store through a smart mirror that uses HD augmented reality.

Giaran was founded in 2016 in an incubator lab at Northeastern University. It is based in Boston, MA. It is the latest of Shiseido Americas' acquisitions designed to position the brand for success in the modern market. Earlier this year Shiseido Americas also acquired MatchCo, a personalized beauty startup.

Masahiko Uotani, President and Group CEO of Shiseido Company, Limited, said, “We’re continuing our journey of transforming how people discover and fall in love with products, creating deeply personal connections between our brands and consumers, and building a path to growth with consumers at the center.”

The acquisition was announced today. Terms of the deal were not disclosed.