Faced with the growing power of artificial intelligence, many beauty brands are still hesitating to take the plunge. To better understand the challenges and practical applications of these tools in the industry, CosmeticOBS spoke to the founders of Haigo, a design-led transformation agency that supports manufacturers from all sectors, including the cosmetics industry.
CosmeticOBS: What is your company’s concept?
Guewen Loussouarn: Haigo is a design-led transformation agency we set up ten years ago with a simple idea in mind: to help companies better understand their own customers. This involves a lot of hands-on work.
We talk to people, we observe them, we study data when it’s available. The aim is to identify what’s stuck, what’s missing or what could be invented to improve their daily lives.
Then we move on to the design phase. We concretely imagine what a new customer experience could be, a useful service, a fluid interface. And above all, we support our customers right through to implementation. Technology helps us in this process, of course, but we never start with it. We imagine solutions and make them happen. That’s what we do.
As we don’t develop anything in-house, we’re totally agnostic when it comes to tools. We adapt to our customers’ partners, their constraints and their maturity. We’ve been working for eight years with cosmetics players like LVMH and L’Oréal.
Nicolas Moreau: What’s important to us is that our customers remain masters of their subjects. We want to make them autonomous, not dependent. It’s an …
