Cosmetics Industry First* Interactive AI Avatar Function Implemented on Online Site, Aiming for the "Ultimate 1 to 1" - Approaching the "Essence of Communication," Old Yet New, Digitally

Attenir Co., Ltd. is evolving its online customer service "Attenir AI Beauty Advisor," launched on February 10, 2026, by jointly developing an interactive AI avatar function, the first in the cosmetics industry*, with ZEALS Inc. (Location: Meguro-ku, Tokyo, Representative Director: Masahiro Shimizu, hereinafter "Zeals"), and will implement it from June 30, 2026.

The interactive AI avatar function to be implemented on the online site does not require text input. The avatar will listen to customers' skin concerns and desires through voice interaction, and AI will provide beauty consultations and product recommendations.

In the future, we plan to deploy this to our app after repeated improvements to enhance the quality of the customer service experience. Through this, we aim to create an environment where customers can easily consult us anytime.

*According to Zeals. For online beauty consultation services provided by domestic cosmetics manufacturers, this refers to the introduction of a function where an AI avatar interacts with users via voice to provide beauty consultations and product recommendations based on product knowledge. (As of June 2026)

Background of Implementation

Since our founding, we have placed "listening to concerns" at the core of our customer service to bring out each customer's individual beauty. Particularly in our directly managed stores, beauty advisors carefully listen to concerns through detailed conversations, gathering information on skin condition and lifestyle before making truly necessary recommendations for each individual.

Our goal this time was not to be a mere guide for products online, but to realize a customer service experience that feels as reassuring as consulting with a person, even when interacting with AI, by being attentive to each customer like a dedicated concierge. To achieve this "ultimate 1 to 1," we designed the interactive AI avatar function.

The AI customer service "Attenir AI Beauty Advisor," which started on February 10, 2026, with text and voice interaction, has garnered attention, being featured in many media outlets and presented as an advanced case study at AI-related conferences.

However, actual usage has been primarily through chat, revealing a challenge that the full value of AI customer service has not yet been fully realized. Attenir has aimed for a warm customer service experience that naturally encourages customers to talk, rather than just providing information. Therefore, from the initial concept of the service, we wanted to give the AI a "face" in the form of an avatar to achieve communication that conveys a sense of human presence.

When considering communication as the mutual exchange of thoughts and feelings through words and expressions between people, we believe it is essential to imbue AI with "human-like" qualities such as avatar expressions, conversation tempo, and pauses. The interactive AI avatar function is the embodiment of this idea. Through this, we aim to achieve the "essence of communication," old yet new, by delivering the universal value of "attentive customer service" that Attenir has cherished for many years through a new digital experience with an AI avatar.

Design Commitment 1 "Designing for 'Ease of Consultation' through Joint Development with Zeals"

In conventional online customer service, there has been a challenge in fully eliciting concerns due to the effort of text input and the psychological barrier of one-sided responses following predetermined scenarios.

The newly implemented function features a friendly interactive AI avatar on a dedicated consultation screen that listens to the customer's concerns and desires via voice, and combines visual and sensory expressions such as facial expressions, nodding, eye contact, and conversational pauses to engage in natural and interactive "human-like" dialogue, despite being an AI avatar on screen. This allows us to draw out customer insights and provide a reassuring and satisfying customer service experience online, similar to consulting with a beauty advisor in a store.

Furthermore, this function is available 24/7, allowing customers to use it whenever they wish to consult, without being limited by store hours or staff availability.

Design Commitment 2 "Evaluation Based on 'Conversation,' Not 'Sales'"

To propose products tailored to each customer, it is important to carefully understand not only their words but also the background behind them. We believe that by engaging in conversation, we can make truly necessary proposals for each individual.

Therefore, we have re-examined the evaluation criteria for the interactive AI avatar function. Instead of focusing solely on short-term sales, we emphasize whether customers felt comfortable consulting, whether the conversation flowed naturally, and whether they made a choice with confidence. By setting metrics such as the number of conversational exchanges and the depth of consultation content, we will continuously improve the quality of the customer service experience.

By prioritizing understanding the customer over "selling," we can provide customer service that offers necessary proposals when needed, rather than recommending unnecessary products. To achieve this stance with AI, we have set conversation count and dialogue content as evaluation axes and designed the avatar's personality.

Future Outlook "A 'Dedicated Concierge' for Each Individual"

Our goal with AI customer service is to achieve the "ultimate 1 to 1" where we deeply understand each customer and can make necessary proposals when needed, rather than simply guiding them to products online. By evolving into a supportive presence like a "dedicated concierge," we are moving closer to this realization.

In the future, we aim for more personalized proposals by integrating customer data and utilizing AI skin camera functions, tailored to purchase history, skin condition, and consultation content. The ideal is to create an environment where the AI avatar can proactively offer useful information, not just wait for customer visits. We will evolve the interactive AI avatar function from a passive customer service tool into a presence that naturally accompanies customers in their daily lives.

About Attenir

Attenir is a brand that stays true to women's honest desires, offering "quality" and "user experience" with reliable beauty at a "sustainable price." Since its founding in 1989, through its "reliable quality" born from aging care* research, its pursuit of "sensory quality" such as appealing scents and textures, and its "appropriate pricing" achieved by handling everything from manufacturing to sales in-house, it provides a premium experience that liberates the skin and hearts of adult women.

*Aging care refers to care appropriate for one's age.

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