A salon supply store like Regal can help salons look their best so they can attract and keep customers in a competitive business environment.

In an effort to grab customers in the skin care business, more and more beauty companies are turning to artificial intelligence to help them capture information about their customers that helps them customize treatment.

Beauty is big business, and it’s worth it to companies to find every advantage they can when trying to get a bigger piece of the cosmetics pie. After all, the average American woman will spend up to $300,000 on face products in her lifetime, according to a 2017 SkinStore study, the Huffington Post reported.

Artificial intelligence helps companies know more about their customers so that they can better understand what consumer want, and even to personalize products to the specific consumer. Some companies have amassed giant databases that look at such things as humidity and sun exposure when developing products for a certain part of the country.

One database, for the cosmetics company Proven, boasts more than 8 million consumer product reviews, information about more than 100,000 beauty products and 20,000 beauty ingredients, and more than 4,000 scientific articles about skin.

Shoppers fill out a survey about their skin and other details related to their location and lifestyle. Artificial intelligence then connects key words in the database to find products in different categories with the best ingredients and review ratings to find exactly what a customer is looking for to specifically treat their skin. The data also is categorized by skin type, ethnic background and geographic region.

The founders of online skin care companies acknowledge that artificial intelligence is not the end-all solution to skin care. For example, a robot is not able to tell if a consumer will find a moisturizer soothing or too greasy.

There is still the need for human judgment, and the technology is just there to support it.