Press Release · Event
📅 14 September 2026 👤 Elena Setaro
From 16 to 20 September 2026, Dermaself will bring its AI skin analysis technology to Shaka Beauty Hotel, the immersive beauty experience by Shaka, OVS’s Beauty Edit concept, at Garden Senato in Milan.
The activation shows how skin analysis for beauty events can become the starting point of a personalized beauty journey: visitors will be able to understand their individual skin needs and use those insights to discover products and brands available at the event.
AI skin analysis can be integrated at the beginning of a beauty event to help visitors understand their skin needs before exploring the products available. At Shaka Beauty Hotel, visitors will be able to complete a personalized skin analysis at the Dermaself station before continuing through the event.
Dermaself analyzes visible skin parameters including blemishes, dark spots, wrinkles, pores, redness and hydration to identify individual skin needs. The results are then connected with the products available at Shaka Beauty Hotel to provide personalized product recommendations.
The experience follows a simple journey:
Shaka Beauty Hotel will bring together 37 beauty brands from around the world, creating an immersive environment dedicated to discovering products, brands and new experiences across skincare and make-up.
At Shaka Beauty Hotel, Dermaself connects digital skin analysis with physical product discovery, creating a phygital beauty experience – a journey that combines digital and physical elements within the same experience
Instead of treating the digital analysis and the physical event as two separate experiences, the skin analysis becomes the starting point of the visitor journey. The results help guide product discovery inside the event, where visitors can then explore the recommended products in person.
This is an example of how an AI beauty brand activation – an experience created by a beauty brand to engage its audience through technology – can introduce personalization into a physical beauty environment: technology is used not as a separate digital experience, but as a tool to make the in-person journey more relevant to the individual visitor.
Dermaself combines AI skin analysis with cosmetic ingredient and product-catalogue logic to connect individual skin needs with personalized skincare recommendations.
Dermaself is an AI Beauty Agent, meaning an AI-powered solution that combines skin analysis and cosmetic ingredient analysis to help beauty brands and retailers create personalized skincare recommendations. Its technology can connect the results of a skin analysis with the products in a brand or retailer catalogue to build personalized skincare recommendations and routines.
At Shaka Beauty Hotel, this model is applied to a multi-brand event environment: rather than starting from a generic product selection, visitors begin with their skin analysis and use the results to navigate the beauty offer available at the event.
The same personalization logic can be applied across different customer touchpoints, from events and retail stores to e-commerce. This creates an omnichannel experience, meaning a consistent and personalized customer journey across multiple channels.
Dermaself can be integrated across e-commerce, retail stores, events and beauty brand activations, allowing brands and retailers to connect skin analysis and personalized product discovery across different stages of the customer journey.
At Shaka Beauty Hotel, the experience takes place in a physical environment. In other contexts, the same approach can be applied across digital and retail touchpoints, creating an omnichannel personalization model – a personalized experience that remains consistent across different channels – while keeping the customer’s individual needs at the center of the journey.
Dermaself was born from founder and CEO Elena Setaro’s personal experience with skincare and her early access to dermatological expertise.
Setaro grew up experiencing acne with a dermatologist at home: her mother, Dr Adele Sparavigna, founder of Derming, a dermatological research institute with more than 30 years of experience.
That experience gave her an early understanding of individual skin needs and of how complex the world of skincare products and ingredients can be to navigate. It later inspired the idea behind Dermaself: using technology to make individualized skincare guidance accessible to a wider audience.
“We want to bring the same individual attention I was fortunate to receive growing up with a dermatologist at home into the beauty experience. With Dermaself, AI skin analysis allows brands and retailers to understand individual skin needs and build personalized skincare routines, turning product recommendation into a truly tailored shopping experience.”
Elena Setaro, CEO and Founder of Dermaself
At Shaka Beauty Hotel, this approach becomes a consumer-facing experience in which AI skin analysis acts as the starting point for discovering products, ingredients and brands through a journey built around the characteristics of each visitor’s skin.
Shaka Beauty Hotel will take place at Garden Senato, Via Senato 14, Milan, from 16 to 20 September 2026, with free admission throughout the day.
Shaka Beauty Hotel shows how AI skin analysis can move beyond a standalone digital tool and become part of a physical beauty experience.
By starting with individual skin needs and connecting the results with relevant products, Dermaself brings personalized product discovery into a multi-brand event environment and shows how the same logic can be applied across retail, events and digital customer journeys.
Discover how Dermaself can help your brand or retail experience connect AI skin analysis, personalized product recommendations and product discovery across events, physical retail and digital touchpoints.
Quick answers to common questions
AI skin analysis can be integrated into a beauty event as a digital touchpoint that helps visitors understand their skin characteristics and guides them toward the most relevant products.
With Dermaself, the results of the skin analysis can be connected with the products available in a brand or retailer catalogue to generate personalized skincare recommendations and make the event experience more interactive and relevant to each visitor.
AI can help personalize the in-store experience by using digitally collected information to guide customers toward products that better match their individual needs.
Dermaself can be integrated into physical retail stores, events and e-commerce, allowing beauty brands and retailers to connect skin analysis with product discovery across different stages of the customer experience.
Dermaself analyzes visible skin parameters including blemishes, dark spots, wrinkles, pores, redness and hydration.
The AI skin analysis identifies individual skin needs and can then be connected with a product catalogue to generate personalized skincare recommendations.
