Zero-Party Data Highlight: Armani Beauty

Armani Beauty is the luxury fragrance, makeup, and skin-care extension of the legendary Armani fashion brand. Armani Beauty is committed to sustainability and several other philanthropic initiatives.


As a brand, Armani relies on connecting customers to luxurious, quality products. So It’s no surprise the brand has embraced the idea of the digital customer experience by building over a dozen different quizzes and product recommendation tools on their website—each designed to help potential customers make informed purchase decisions. Let’s take a deeper look at one of their product recommendation experiences.

The Experience: Luminous Silk Shade Finder

Armani needed to prioritize digitizing customer experience but had a challenge with one of their flagship products. Armani Beauty’s Luminous Silk is a classic product in their line of foundations that comes in over forty shades. 

For many customers, identifying the right shade for foundation can be a challenge, particularly when shopping online. Skin shade can also change regularly with the seasons and sun exposure. Many customers either don’t remember the shade that works for them, or need to find a new shade to match their summer or winter complexion.

So, digitizing this experience was going to be a challenge. Armani and Wyng got together to develop a quiz that would be easy to navigate. Here’s an overview of the foundation shade finder experience with a brief description of the quiz.


Overview photo of the Foundation shade finder with a brief description of the quiz.


This Product Advisor Quiz is available at the top of the Armani Beauty UK site below the Makeup dropdown menu, so it’s easy for website visitors to find.


A selection of 10 different skin shades


This shade-finding experience starts by asking customers to categorize their skin according to a shade range. Most people can pick an approximate match from this image, and the questions get more specific from here.


Now users must select their undertone from a set of 3 choices.


Next, customers are asked to identify their skin’s undertone. The quiz also provides some information to help identify their undertone.


Now there are two very similar shades to pick from


From here, the quiz provides two similar shades and asks customers to self-identify which shade is a better match for them.


The result shows the shade and a model.


And now the customer receives a result. Here’s where it gets more interesting. The next step is seeing an action to “Try it On” or “Get a Sample.” Either way gets the user closer to identifying which shade would be best for them, without buying anything. After getting a result, customers are given a choice whether to try it on virtually or request a sample. 


After getting a result, customers are given a choice whether to try it on virtually or request a sample.

When a customer clicks “try it on,” the quiz provides an option to upload a photo or take a picture with their computer camera to virtually try on the shade the quiz identified. It’s a great way to combine a quiz with a more topical and technologically advanced augmented reality tool.

Dissecting the Customer Experience

Armani didn’t waste time on a lot of irrelevant information and was direct about what the quiz entails, how it works, and how it will benefit the user. The quiz dives right into the problem of finding a shade.

Armani Beauty did an amazing job of making the experience valuable. The offer to either virtually try on the shade or get a free sample gives customers more opportunity to identify their best shade—and provide value to the customer before they ever make a purchase. This kind of honest value exchange builds trust with the customer and also boosts engagement to provide more information, such as email, location, and other preferences that can be used by Armani to further personalize and engage.


The Armani Beauty shade finder is a smooth, streamlined quiz experience that provides a lot of value to the customer before they ever make a purchase. The quiz also helps ensure customer satisfaction and minimize returns by helping customers select the right products for their skin tone and shade. 

To learn more about how beauty brands can leverage zero-party data to create a better, more personalized shopping journey, visit this article,  Or, if you’re interested in how Wyng can help your business launch its next great digital experience, contact Wyng today.

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