Risty Nurraisa (The Jakarta Post)
Mon, June 27, 2022
The Self Inc uses the AI-powered app to give personalized recommendations for waste-free beauty shopping, and plans to launch a metaverse shopping experience soon.
Located on the South Skywalk connecting Pondok Indah Mall (PIM) 1 and PIM 2 in South Jakarta, PT Selfinc Retail Indonesia has opened its flagship outlet, The Self Inc, the rebranded name of Sistersel, with new innovations that offer a personalized shopping experience for beauty enthusiasts while cutting down on waste.
Upon their arrival, visitors can check the condition of their skin using a device with artificial intelligence (AI) technology to receive personalized product recommendations.
“This skin check [technology] is made by Allure [AI], so it is an Indonesian tech product,” Selfinc chief retail officer Shella Huliselan said during the outlet’s grand opening on June 24.
She was referring to the name of the mobile application developed by PT Pesona Inovasi Indonesia, which specializes in an “AI-powered personalization system” for the beauty and fashion industries.
“When we shop, we often don’t know which [skincare] product is the best for us,” Shella continued. The Allure AI mobile application made it easy for customers to obtain personalized product recommendations by just taking a selfie.
“Then they input their age and concerns like acne problems, for instance,” she told reporters during the launch event.
The Allure AI app also offered preference filters such as price range and halal or vegan products, Shella continued. Finally, it would produce a list of recommended skincare products to match the customer’s skin type and condition, as well as their budget and other preferences.
The technology thus helps customers choose the most suitable products among the over 130 brands available at The Self Inc. Aside from the in-store brand, BrunBrun Paris, the outlet also stocks local beauty brands, such as Avoskin, Luxcrime, Azarine and Scarlett.
For fashion accessories, The Self Inc offers handbags, purses and watches by BrunBrun Paris and Sophie Martin.
“This is a fashion and beauty concept store. We have multiple branded products for cosmetics, skincare and fashion. Most of our products are local, as we try to support local brands,” added Shella.
New innovation: CEO Bruno Hasson (second left) and chief retail officer Shella Huliselan (right) of PT Selfinc Retail Indonesia cut the ribbon during the grand opening of The Self Inc outlet on June 24 at the South Skywalk of Pondok Indah Mall in South Jakarta. (Courtesy of The Self Inc/Courtesy of The Self Inc)
Customers will soon be able to enjoy shopping at The Self Inc in the comfort of their own homes.
During the grand opening, the store also introduced its metaverse innovation that would be available in the near future.
“During the pandemic, many people couldn’t go to offline stores to shop,” said Selfinc CEO Bruno Hasson. The “metaverse” virtual store offered customers a chance to “shop from home, ‘entering’ our store and making purchases. This is the first beauty and fashion store in Indonesia to offer such an experience”, he said.
The virtual store was “different from other online stores”, Bruno continued, as it offered an interactive experience.
“Customers can enter with a username. They can then chat, meet people and even ask questions to our virtual staff,” he said.
As Bruno said during the ribbon cutting ceremony, The Self Inc wants “to lead in retail beauty across Indonesia”, with Shella adding that the company aimed to be a “locally conscious brand” that was “responsible in taking care of Mother Earth”.
The store’s commitment to environment is evident in the two recycling drop boxes it has installed: One for empty bottles and another for used handbags.
“Used handbags [made using] synthetic materials are pollutants, too. So, instead of throwing it away, customers can bring them here for recycling,” Bruno explained, adding that each customer could drop a maximum of two old handbags per visit.
As for empty bottles, The Self Inc welcomed used packaging from any brand purchased from any store.
“In July, we have a special offer. Customers who bring in products for recycling will get a 20 percent discount for [in-store] purchases,” Shella said.
The Self Inc has more than 40 stores in cities and regions across the country, including Jayapura, Ambon, Madura, Samarinda and Medan, with plans to rebrand all Sistersel outlets with the new name.