Eleganza

Eleganza, a beauty and personal care brand distributed through Jean Coutu and Brunet pharmacy chains, needed to differentiate at the shelf in a crowded hair care category. Traditional merchandising could not deliver the personalized guidance shoppers needed to navigate products where individual needs vary significantly. The brand wanted to bring the consultative experience of a salon counter into a self-serve pharmacy environment, at scale.

Axis4 designed and deployed 105 AI-powered interactive mirrors across both pharmacy networks. Each mirror uses camera-based AI to analyze the shopper's hair type and condition, then delivers personalized product recommendations from Eleganza's range in real time. Shoppers navigate by need (hair concern or desired outcome) or by product category, scan physical products for detailed information, and receive a custom routine tailored to their profile. The mirror transforms a passive browsing moment into a guided consultation.

The results confirm that AI-driven personalization works at the pharmacy shelf. The "By Need" navigation path is the dominant entry point, validating that shoppers use the mirrors for genuine guided discovery. With nearly 18 million verified monthly ad impressions, the mirror network also functions as a viable advertising channel, adding a monetization layer on top of the engagement value. At 105 locations, this is not a pilot. It is a program operating at scale.