“What if your brand was smart from the store all the way to your home?” Marc Pritchard, Procter & Gamble’s chief brand officer, asked delegates at CES 2019 in Las Vegas.

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Marc Pritchard, chief brand officer, Procter & Gamble

In tackling this question, the Cincinnati-based enterprise – which makes brands like Oral-B, the dental care line, Olay, the beauty range, and Gillette shaving products – is fusing consumer insights and new technology to create goods and services that combine “what’s needed with what’s possible.”

A case in point, Pritchard reported, is SK-II’s Future X, a concept store in Shanghai, China. Visitors to this tech-fueled retail destination – which also drew on learnings from pop-up activations in Singapore and Tokyo, Japan – can generate personalized artwork premised on a scan of their face, enjoy an immersive experience that outlines how SK-II Facial Treatment Essence works, and volunteer for an automated analysis of their skin in order to receive tailored recommendations from the beauty brand.