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Rmk Leverages AI to Bring to Life Your “Multiple Expressions”
RMK’s ME Finder is a reservation-based in-store makeup lesson service launched in 2025 that uses proprietary “dynamic multi-expression display technology.”
Instead of relying on a single mirror view or static image, it captures a short video during natural conversation and breaks it down into thousands of still frames for analysis. These are categorized into “frequent expressions” and “rare expressions,” with 16 key images selected.
From these, customers choose their preferred expressions, while makeup artists identify the most attractive ones from a professional perspective, making hidden charm points visible. Based on these insights, personalized makeup recommendations are provided. The service is designed in relation to the concept of their new liquid foundation Liquid Foundation Flawless Coverage Plus. This concept, “beauty from every angle”, combinied with AI, an in-store experience, artist-led consultation, transforms the customer experience into an integrated, single, seamless journey.
Building Trust Through Customized Service
ME finder is important in the Japanese market not because AI is novel, but because it evolves the trusted in-person consultation model long established in department store cosmetics.
Its uniqueness lies in lev eraging advanced technology and professional artistry to resolve deep-seated consumer anxiety around unsatisfactory purchases, or “purchase mismatches.”
Research indicates that approximately 60% of Japanese consumers have experienced dissatisfaction when selecting cosmetics, often due to mismatches in color or texture. Unlike traditional static-image diagnostics, ME finder analyzes the “moving face” during natural conversation, visualizing how a person appears from multiple angles in real-life interactions.
This provides a level of objective validation that goes beyond fixed self-perception. As a business model, its impact is further strengthened by integrating this experience directly into the sales funnel of their hero SKU Liquid Foundation Flawless Coverage Plus.
Shifting From Functionality to Enhancing Customer Experience
The key lesson from this initiative is to redefine technology from being a mere efficiency tool, to a tool that enhances authority - specifically professional services.
In the Japanese market, leveraging AI diagnostics through the lens of a skilled human artist builds the credibility and emotional value critical for a prestige brand.
Furthermore, rather than treating the experience as a simple promotion, structuring it as a high-value lesson with a reservation system and a minimum spend requirement is highly effective for driving conversion, particularly during hero product launch.
Finally, providing post-visit follow-ups through a web-based digital makeup sheet is a global best practice for securing long-term customer engagement and maximizing LTV (Lifetime Value).
