From left to right, Dennis Perez, Wence Wenceslao, Stefan Cloete. Photographed by Karlo Torio.
Unilever lets its Beauty Technology experiences pave the path for a future where self-care and artificial intelligence can create personalized and meaningful connections that empower the modern consumer
From a conceptual self-driving car in 1986 that could only function in the absence of traffic, to sportswear brands creating workout applications that curate programs based on the user’s data, artificial intelligence seems to have aligned its innovations with the nuanced needs of modern society. However, such programs were made to adapt to the user’s activity and behavior, inversely leaving the uninformed with a sense of intimidation, if not suspicion toward its underlying intention.
Though commonly known for its text-based applications that could generate pages worth of information, if not a detailed image from a single prompt, artificial intelligence has also found its utility in balancing efficiency and market analysis into the business practices of today. “But I think the interesting, and most exciting, part of the use of AI is when it comes to our most important stakeholders, which are our consumers,” explains Unilever Beauty & Wellbeing General Manager for Greater Asia Stefan Cloete.

For a multinational corporation that houses brands centered on the consumers’ daily and personal needs, Unilever recently sought to look toward the future of its client-facing models as a means to accommodate the needs of its consumer base, notably in the realm of beauty and self-care.
“If you look at it, the world of beauty is now becoming more complex, and this a very good opportunity for technology to come in and help consumers find their way [in] reaching the best beauty regimen for themselves,” shares Unilever Beauty & Wellbeing Head of Marketing Philippines Dennis Perez.

Compared to other regions, Asian skin contains a higher level of melanin, leaving it susceptible not only to the simplest causes of skin irritation and inflammation but even to the unseen elements of the natural environment. In utilizing the potential of artificial intelligence, Unilever sees the launch of its BeauTech or Beauty Technology software span across a variety of the FMCG’s subsidiaries.
From its BeautyHub PRO diagnostic tool which creates personalized skin and hair care suggestions from a single selfie to its POND’S Microbiome Analyzer which translates the user’s body chemistry to guide them in discerning the products that suit their skin, Unilever continues to find new means for its brands to work alongside artificial intelligence, all while ensuring its reliability and transparency.
“So how we do BeauTech is we aggregate about three million images to make sure that we get the most accurate level of diagnostics. We take care of our consumers’ data profiles and we make sure that whenever they opt into something, they have full control. And that’s very important to build that trust in artificial intelligence in the experiences that we are providing,” expounds Unilever Beauty & Wellbeing’s Senior Global Digital Lead Wence Wenceslao.

According to Unilever, the company believes that adopting machine learning algorithms within its business practices allows the company to establish a personal relationship with its consumers. “What we have done for all of our BeauTech experiences in the Philippines and Southeast Asia is to understand the nuances of the market. The nice thing about technology is that you can really tailor it according to how a market is designed, how the consumers are behaving, and how the environment that they are living in is different from others,” adds Perez.
With continued optimism for the future, Unilever foresees its technology becoming an avenue that is capable of creating an intimate dialogue between business and consumer. Unilever’s BeauTech lead for Southeast Asia Dani Medina adds, “We aim to make AI technology feel familiar and supportive, focusing on the science behind our products and how they contribute to our consumers’ beauty journeys. It’s all about creating meaningful connections and ensuring every innovation meets our consumers’ unique needs and desires.”

As artificial intelligence continues to cement its identity along with the zeitgeist of modern technology, the company sees hope that at its core, the consumer, if not the human aspect of its innovation remains at the forefront. As Perez concludes, “By the end of 2025, all of these technologies will fall into the background because what will surface is the experience that people are looking for in our brands.”
See more of the conversation by watching the Unilever BeauTech roundtable discussion on the Vogue Philippines YouTube channel, and visit the Unilever website as well as its Facebook and Instagram pages to learn more
Photography by Karlo Torio. Art Direction by Andrea Quintos. Styling by Gee Jocson Studio. Hair and makeup by Joy Mascardo, Javie Gavino, Bless Valero, Ricci Laxa, and Stella Fabunan of Nix Institute of Beauty. Multimedia Artist Lara Castañeda. Produced by Robert Bradly Hao. Creative Production Supervisor Ian Urmaza. Project Implemented by Esab Raymundo. Written by Liam Biteng.