Artificial intelligence is making its debut in the hair product aisle in pharmacies thanks to the Quebec company Éléganza, which is investing several million dollars in new technology.
Over the coming months, more than 400 Jean Coutu and Brunet branches in Quebec will welcome a new wall-mounted section of hair products equipped with a smart mirror.
“We are very happy and very proud of where we are going. We are a company with 20 years of experience and we have worked very hard,” said Alain Parent, president of Éléganza.
Joanie Grégoire, marketing director, and Alain Parent, president of Éléganza.
Photo Darren Curtis
It will be possible to shop in pharmacies for major brands that were previously reserved for hair salons and specialized boutiques like Éléganza.
This new concept is the result of two years of work for the company, founded in 2005, which has seven branches in Quebec.
“We use the mirror to add technology that will ensure that we are able to interact with the customer,” he explained.
Operation is simple. Using a camera, the software will be able to analyze the hair and offer hair care products adapted to the customer’s hair in an automated manner, in addition to providing information on the use of the products.
In the future, other innovative options will be added to the mirror, such as live video consulting services.
More than $10M was invested in developing the technology, as well as deploying the project on a large scale.
“The potential, I can’t say the word infinite, but the potential is going to be very interesting on several different axes. It’s a great innovation.”
“To make this project possible, it represents a major mobilization in a short time,” added Mr. Parent.
Alain Parent, president of Éléganza, arrives with a new concept of intelligent mirror, in more than 400 Jean Coutu and Brunet pharmacies.
Photo Darren Curtis
Gradual deployment
The technology, which will be deployed gradually, is being tested in three cities in Quebec: Saint-Hyacinthe (Jean Coutu), Sainte-Julie (Jean Coutu) and Saint-Apollinaire (Brunet).
By mid-December, the Éléganza Professional Space will be installed in the shampoo aisle across the network. Customers will have access to the mirror information with their phone via a QR code while awaiting the full deployment which will be done step by step.
The demand for professional hair products in pharmacies is very present, according to Mr. Parent.
“It was just enough to open up the offer and give even wider accessibility to the products. Obviously, we believe in the potential of online sales, but we also still believe a lot in the potential of retail sales.”
“In detail, there are still a lot of advantages. You have the touch, the scents, you can see the bottle, but you can also enjoy the immediate satisfaction of your purchase.”
The Éléganza Space will be well demarcated with its illuminated shelves highlighting the products. The comprehensive offering includes a smart mirror, styling tools like a hair dryer and flat iron, as well as around 20 of the most sought-after brands.
