Harvard Business students Atima Lui and Nancy Madrid are on a mission to change the lingerie industry with their company NUDEST and a digital tool called the 'NUDEMETER.' By combining technology with images of real customers, the company is making it easier for women to find nude undergarments in the perfect shade.
NUDEST is an ecommerce site that sells nude lingerie, shapewear and hosiery in shades that match a wide variety of skin tones. The company uses a proprietary algorithm dubbed 'True Nude' to find products from existing brands such as Nubian Skin and Naja. The products sold come in six different shades of 'nude,' including pearl, ivory, honey, bronze, chocolate and mahogany.
Shoppers can also use a digital tool called the NUDEMETER if they are unsure of which shade suits them best. To use the tool, shoppers simply upload a photo of their hand against a piece of white paper and the tool will bring up a curated list of products in the appropriate shade for a seamless shopping experience.
Complexion-Matching Shopping Tools
NUDEST's NUDEMETER Helps Shoppers Find Their Perfect Shade
Trend Themes
1. Complexion-matching Shopping Tools - Disruptive innovation opportunity: Develop digital tools that use algorithms and real customer images to match products with a specific consumer's skin tone.
2. Nude Lingerie in a Variety of Shades - Disruptive innovation opportunity: Create lingerie brands that offer a diverse range of 'nude' shades to cater to a wider customer base.
3. Seamless Shopping Experience - Disruptive innovation opportunity: Design user-friendly digital tools that simplify the shopping process by providing curated product recommendations based on customer input.
Industry Implications
1. Ecommerce - Disruptive innovation opportunity: Integrate complexion-matching shopping tools into existing ecommerce platforms to enhance product personalization and customer satisfaction.
2. Fashion and Apparel - Disruptive innovation opportunity: Explore the creation of inclusive lingerie brands that offer a diverse range of nude shades to cater to different skin tones and promote body positivity.
3. Beauty and Cosmetics - Disruptive innovation opportunity: Develop complexion-matching tools and algorithms for cosmetics companies to help customers find the perfect shade of foundation or concealer.