Credo Beauty achieves 92% AI shade matching accuracy

RetailerHaircareSkincareMakeupShade MatchingShoppable VideoUGC Community

+23%

Sales lift across platforms

+50%

Increase in ROAS

+126%

Increase in time on site

A clean sweep for a clean beauty retailer

Credo Beauty pioneered clean beauty with the strictest standards for ingredients and packaging. With the mission that 'all beauty will be clean beauty', Credo launched EXA Beauty in August 2022 with 43 inclusive foundation shades.

Together with Hue, Credo and EXA are enforcing their leadership in omnichannel technology & innovation. Hue helped Credo utilize short-form video to engage and convert customers, improve foundation shade matching, and boost core KPIs.

The Problem

More than 80% of shoppers find it difficult to find their foundation shade match online — foundation ranges now stretch to 50+ shades. Online foundation conversion runs below industry average at <2%, with above-average return rates of >15%.

Product quizzes and written reviews lacked the visual proof shoppers need.
88% of shoppers want to see products on someone like them before purchasing.
Customers were leaving PDPs without checking out to view video reviews on social.

“Quite impressed by Hue. Lots of software on shade matching aren't as reliable. It was accurate for me!”
— @whitneymadueke, customer review

Credo and EXA Beauty creator videos, shade match quiz, and filtered Hue Twins module — From creator video to shade-match quiz to filtered 'Hue Twins' results.

The Solution

Hue offered a comprehensive, hassle-free way for Credo and EXA to source and embed 115 user-generated videos on EXA's product page. Hue's video-centric recommendation quiz matches customers, with 92% accuracy, to their best-matched shade — and matches them to video reviews of customers who share their same skin tone and beauty characteristics.

Hue integrated a video review module that customers can sort and filter to view testimonials from people like them without leaving the retailer's e-commerce.

Hue 'See it on people like you' video module on the EXA High Fidelity Foundation PDP — Hue's 'See it on people like you' module, filterable by shade and skin type, on the EXA High Fidelity Foundation page.

Impact & Results

Business impact

+23% sales across all platforms three months after launch
30–40% of orders came from customers who used Hue
+126% increase in time spent on site
3.3× increase in sales of shades in the Deep range

Quiz performance

92% accuracy in Hue's shade matching quiz
22% of quiz users added to cart
57% of emails collected were new Credo customers

“When customers see how a real person like them looks in the product they are shopping, it gives them the confidence to check out online.”
— Sheena McIntyre, Director, Private Label — Credo

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