隨著人工智慧（AI）技術的快速發展，美妝產業正邁向數據驅動的超個人化服務，透過大數據與影像辨識技術為消費者提供精準的客製化體驗；然而，美妝產業本質上高度涉及個人隱私與主觀感受，過度依賴純粹的 AI 演算法往往導致服務流程產生去人性化的現象，冷冰冰的數據不僅無法有效安撫消費者面對肌膚問題時的容貌焦慮，更容易引發消費者心理上的信任赤字，面對日益理性的新世代消費者，如何消弭科技的冰冷感並重塑深層的品牌信任，已成為企業數位轉型的核心挑戰。為此，本研究旨在探討人機協作（Human-AI Collaboration，即人類智慧 Human Intelligence（HI）與人工智慧 Artificial Intelligence（AI）之協同運作，以下簡稱人機協作）模式在實體美妝零售場域的應用價值，並以萊雅集團（L'Oréal）旗下頂級醫美等級保養品牌修麗可（SkinCeuticals）為核心個案，探討其在台灣市場透過實體快閃店導入 AI 肌膚檢測之行銷策略；作為一個以專業醫美診所或線上通路為主、單價較高的保養品牌，修麗可如何利用科技體驗作為誘因，並透過人員的服務來突破消費者的防備心，成為極具研究價值的實務案例。本研究採用質性個案研究設計，透過深度訪談品牌負責人與研究者親身參與觀察，獲取從品牌端到消費者端的雙向實證資料，並以 S-O-R（刺激－機體－反應）模型為主要架構，探究修麗可如何將 AI 客觀透明的視覺化數據與人類美容顧問的同理心與專業衛教結合，在消費者旅程的各個接觸點中發揮作用；本研究期望透過此個案，深入了解人機協作模式如何有效化解消費者的商業防備心、建立品牌信任，進而實質驅動購買決策與建立長期的顧客關係管理，為美妝產業的數位轉型提供具體的實務策略指引。

With the rapid advancement of Artificial Intelligence (AI), the beauty industry is shifting toward data-driven, hyper-personalized services; however, because the industry is inherently tied to personal privacy and subjective perception, over-reliance on pure AI algorithms often dehumanizes the service process, failing to ease consumers' appearance anxiety and triggering a psychological trust deficit — a core challenge for digital transformation as new-generation consumers grow more rational. This study explores the application value of the Human-AI Collaboration model in physical beauty retail, focusing on SkinCeuticals, a premium medical-grade skincare brand under the L'Oréal Group, and its strategy of introducing AI skin analysis at pop-up stores in Taiwan; as a high-priced brand distributed mainly through medical aesthetic clinics and online channels, SkinCeuticals' use of technological experience as an incentive and human service to overcome consumer defensiveness offers a valuable research case. Adopting a qualitative case study design, this study draws on bidirectional empirical data from in-depth interviews with brand managers and participant observation, applying the S-O-R (Stimulus-Organism-Response) model to examine how SkinCeuticals combines AI's objective, transparent data with the empathetic, professional guidance of human beauty advisors (BAs) across the customer journey. Through this case, the study aims to understand how Human-AI Collaboration dismantles consumers' defensiveness, builds brand trust, and drives purchase decisions and long-term customer relationships, offering practical guidance for digital transformation in the beauty industry.

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