Artificial intelligence content in skincare marketing: A systematic literature review
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Antonius Felix(1*)
Department of Management, Faculty of Economics and Business, Brawijaya University / Department of Digital Business, Faculty of Social Science and Humanities, Bunda Mulia University
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Ainur Rofiq(2)
Department of Management, Faculty of Economics and Business, Brawijaya University
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Nanang Suryadi(3)
Department of Management, Faculty of Economics and Business, Brawijaya University
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Arta Moro Sundjaja(4)
Departement of Management, Bina Faculty of Economics and Business, Bina Nusantara University
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Johanes Fernandes Andry(5)
Department of Informations System, Faculty of Technology and Design, Bunda Mulia University
(*) Corresponding Author
Keywords:
Artificial Intelligence, Skincare Marketing, Cosmetics, Personalization, Consumer Behavior
Abstract
This systematic review aims to synthesize recent research on artificial intelligence (AI) content in skin care product marketing by analyzing technological approaches, consumer perceptions, effectiveness, ethical considerations, and identifying research gaps to guide future research. The research method involved a comprehensive systematic search using the Google Scholar database, covering publications from 2018 to 2025. The results of this study show that the application of AI in skin care product marketing focuses on five main areas: (1) personalized product recommendations and diagnostics, (2) conversational AI and chatbots, (3) virtual trials and augmented reality experiences, (4) AI-generated content and synthetic influencers, and (5) predictive analytics and product configuration. The study concludes that AI content in skincare marketing has the potential to enhance personalization and consumer engagement, but widespread adoption requires addressing challenges related to transparency, privacy, authenticity, and inclusivity.
Keywords: Artificial Intelligence; Skincare Marketing; Cosmetics; Personalization; Consumer Behavior
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References
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Wang, M.-H., Wang, W.-C., Lin, C.-H., & Chen, Y.-T. (2020). Implementation of AI E-Commerce Model for Medical Beauty Industry: A Case Study in Penghu. Journal of Accounting, Finance & Management Strategy, 15(1).
Wilendra, W., Nadlifatin, R., & Kusumawulan, C. K. (2024). ChatGPT: The AI Game-Changing Revolution in Marketing Strategy for the Indonesian Cosmetic Industry. Procedia Computer Science, 234, 1012–1019.
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Alifah, N. (2025). Integration of AI Chatbot in Digital Marketing Strategy: A Case Study on E-commerce Skincare. Journal of Digital Marketing and Search Engine Optimization, 2(1), 1–15. https://doi.org/10.59261/jseo.v2i1.6
Cannella, J. (2018). Artificial Intelligence in Marketing. James Cannella. https://scispace.com/papers/artificial-intelligence-in-marketing-hv3e6mgefi
Coelho, M. C. C. D., & Imamović, I. (2025). AI-driven personalization in beauty retail: exploring how AI-based applications influence customer satisfaction and brand loyalty. In Leveraging AI for Effective Digital Relationship Marketing (pp. 131–162). IGI Global.
Dhianita, S., & Rufaidah, P. (2024). The role of virtual try-on augmented reality of cosmetic products on purchase intention mediated by brand trust. Jurnal Manajemen Bisnis, 11(2), 1111–1123.
Felix, A., Briyanti, D. O., Young, F. M., Livaro, I., & Wijaya, W. (2023). Strategi identitas digital: analisis personal branding di platform tiktok. JDMR Jurnal Digital Media & Relationship, 5(2), 92–100.
Felix, A., Livaro, I., Young, F. M., Wijaya, W., Jonathan, A., & Celvine, C. (2023). Analisis penggunaan social media marketing dan influencer marketing dalam meningkatkan penjualan gelato dengan konsep unik. SEIKO: Journal of Management & Business, 6(2.1).
Felix, A., & Rembulan, G. D. (2023). Analysis of key factors for improved customer experience, engagement, and loyalty in the e-commerce industry in indonesia. Aptisi Transactions on Technopreneurship (ATT), 5(2sp), 196–208. https://doi.org/10.34306/att.v5i2sp.350
Ferrara, E. (2024). Fairness and bias in artificial intelligence: A brief survey of sources, impacts, and mitigation strategies. Sci, 6(1), 3.
Gambetta, Z. A., Puji, L. D., & Santika, N. G. (2021). Calla beauty assistant: Beauty advisory chatbot. 2021 8th International Conference on Advanced Informatics: Concepts, Theory and Applications (ICAICTA), 1–6.
https://doi.org/10.1109/icaicta53211.2021.9640281
Gusenbauer, M., & Haddaway, N. R. (2020). Which academic search systems are suitable for systematic reviews or meta‐analyses? Evaluating retrieval qualities of Google Scholar, PubMed, and 26 other resources. Research Synthesis Methods, 11(2), 181–217. https://doi.org/olar, PubMed, and 26 other resources. Research Synthesis Methods, 11(2), 181-217. https://doi.org/10.1002/jrsm.1378
Hegde, S. S., Elias, S., Arora, S. R., Adlakha, S., Garg, N., & Kant, T. (2023). A Study on the use of AI (Artificial Intelligence) in beauty industry in India. Int. J. Res. Publ. Rev, 4(4), 2936–2941. https://doi.org/10.55248/gengpi.2023.4.4.35832
Ilyas, Q. (2024). AI IN BEAUTY CONTENT: a theoretical study of ethical and psychological considerations surrounding ai-generated beauty content.
Lee, J., Yoon, H., Kim, S., Lee, C., Lee, J., & Yoo, S. (2024). Deep learning‐based skin care product recommendation: A focus on cosmetic ingredient analysis and facial skin conditions. Journal of Cosmetic Dermatology, 23(6), 2066–2077.
Nirmal, S., & Wani, N. D. (2025). The relationship between artificial intelligence and consumer decision making in the context of personalized cosmetic products. The Scientific Temper, 16(9), 89–97.
https://doi.org/10.58414/scientifictemper.2025.16.9.10
Page, M. J., McKenzie, J. E., Bossuyt, P. M., Boutron, I., Hoffmann, T. C., Mulrow, C. D., & Moher, D. (2021). The PRISMA 2020 statement: An updated guideline for reporting systematic reviews. BMJ, 372, n71. https://doi.org/10.1136/bmj.n71
Pandya, J., & Padma, S. (2024). The Study of Artificial Marketing tools used in Indian Cosmetic Industry and its impact on Consumer Behaviour. J. Inform. Educ. Res, 4, 815–818. https://doi.org/10.52783/jier.v4i1.640
Popay, J., Roberts, H., Sowden, A., Petticrew, M., Arai, L., Rodgers, M., Britten, N., Roen, K., & Duffy, S. (2006). Guidance on the conduct of narrative synthesis in systematic reviews. A Product from the ESRC Methods Programme Version, 1(1), b92.
Salsky, E. (2020). Personalization in beauty tech using ai and ar: investigating consumer behaviour and benefits of personalization in beauty.
Toosi, R., Hosseini, S. H., Nosraty, N., & Rahmatian, F. (2024). Artificial Intelligence, Health, and the Beauty Industry. Deleted Journal, 4(3), 4419. https://doi.org/10.62225/2583049x.2024.4.3.4419
Wang, M.-H., Wang, W.-C., Lin, C.-H., & Chen, Y.-T. (2020). Implementation of AI E-Commerce Model for Medical Beauty Industry: A Case Study in Penghu. Journal of Accounting, Finance & Management Strategy, 15(1).
Wilendra, W., Nadlifatin, R., & Kusumawulan, C. K. (2024). ChatGPT: The AI Game-Changing Revolution in Marketing Strategy for the Indonesian Cosmetic Industry. Procedia Computer Science, 234, 1012–1019.
https://doi.org/10.1016/j.procs.2024.03.091
Winarto, L., & Wisesa, A. (2024). Analyzing the impact of artificial intelligence and sustainability on Gen Z consumer purchase intentions: A case study of L’Oréal cosmetics Indonesia. European Journal of Business and Management Research, 9(5), 112–120. https://doi.org/doi.org/10.24018/ejbmr.2024.9.5.2241
Published
2026-07-09
How to Cite
Felix, A., Rofiq, A., Suryadi, N., Sundjaja, A., & Andry, J. (2026). Artificial intelligence content in skincare marketing: A systematic literature review. Journal of Management : Small and Medium Enterprises (SMEs), 19(2), 1171-1186. https://doi.org/10.35508/jom.v19i2.26708
Section
Articles
