Now, the consumers don’t think of it as technology, they think of it as convenient and highly personalised and once these companies are able to, as I say, ‘close the loop’, it will really impact and accelerate product development and greater personalisation for the consumer – Laura Gurski, Accenture
Along with increasing growth in the world of technology, beauty brands have begun applying their findings to the industry in an attempt to keep their systems at the most advanced levels possible by exploring everything, from the latest gadgets to AI, etc. In an industry that generates so much buzz through technology (social media), brands should often ensure that they are fully updated in order to be on top of the competition. Of course, the most important part of using these methods is that they work to achieve the fulfillment of consumer demands which have started to become a lot more pressing. Let’s have a look at some popular beauty tech out there today so we can identify what consumers are currently engaging with.
Personalisation With AI
The use of augmented reality in beauty allows for increased personalization and customization during the shopping process
Artificial intelligence is being integrated into our lives in many different ways, throughout many different industries. Technology carrying out the same tasks that would otherwise require human intelligence is being used in the beauty industry opening possibilities that can help progress cosmetic solutions. With personalised beauty products attracting more consumer interest and 50% of women struggling to find the “right shade of foundation for their face”, L’Oreal and Lancome have launched Le Teint Particulier; a machine designed to sort through foundations finding the consumers exact match is the best way to expand their options fulfilling their needs without setting thousands of shades onto a shelf and having them colour match.
The Lancome makeup counter consultants in Selfridges and Harrods apply this using a handhold colorimeter and run the results through a computer that picks out the most accurate shade from 20,000 foundations using a proprietary algorithm. The findings are then sent to another machine that mixes the foundation there and then providing you with the final product in the shop. As well as colour cosmetics, personalised AI also provides online services that recommend skincare for your particular needs. My Beauty Matches offers a short questionnaire making product suggestions based off the results whilst filtering out anything unsuitable. Tools like this make online shopping more efficient as it’s easy to buy the wrong product in the face of so many options that claim to do similar things.
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Beauty gadgets have been deemed to upgrade your skincare game by creating a professionalised spa-like experience you can enjoy from the convenience of your own home. These devices have been developing so quickly from a simpler cleanse or even exfoliation to actually detecting specific needs and communicating the results to an app that then suggest routines best suited for your skin! There are also light therapy options such as masks and dermalogica lights that target different skin concerns based on the colour such as blue light therapy being used as an acne-clearing remedy. FOREO Luna facial cleansing brushes, the Dr. Dennis Gross DRx SpectraLite FaceWare Pro, and the Neutrogena Visibly Clear Light Therapy Targeted Acne Spot Treatment are all good examples of devices putting this type of AI into practice.
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3D or E-Makeup
It plays into this idea of everyone having a digital twin online, and allowing you to be playful with that
E-makeup has been directly inspired by AR social media filters with makeup artists offering apps you can download that enables you to play around with interesting and unique makeup looks. Filters have been around for a while, but they only provide one look at a time whereas so-called e-makeup can have a variety of options that you can use. An artist named Parisian Ines Marzat, known online as Ines Alpha, is a popular influencer within this trend; with a number of her 3D digital creations going viral, she created her own series of filters anyone can download. Although some of these looks are not only eccentric but impossible to recreate on yourself, particularly the 3D ones, the app could likely inspire creativity for different looks for makeup artists and consumers who love to dramatize their looks by providing a non-messy and time-friendly way to experiment.
Using biology, the carbon locked up in plants can be sourced to make the exact same chemical ingredients that are typically synthesised today from fossil-derived feedstocks (crude oil, coal, natural gas), often with toxic intermediates – Cosmetic Business
Biotechnology is another great beauty meets science trend. The new generation’s high demand for sustainability does not allow leniency regarding effectiveness which is a big part of why beauty brands, amongst several other industries, have become eager to collaborate with biotech companies. Brands have been utilizing biotech in order to involve foolproof research into making their products fulfill consumer standards by reducing the effect that sourcing certain raw materials can have on the environment. Apart from sustainability as well as enhancing product value, biotech can be a truly cost-effective way of producing high-quality formulas making it easier to sell better products for less money. There are currently many brands offering products with biotech derived ingredients a few of which include Orveda, Elemis, and The Inkey List.
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In addition to modern screens showing the company’s products, where the ingredients are grown and the raw materials used, customers can test makeup and view makeup tutorials through a virtual reality mirror
The advancement in digital image recognition is enabling new methods of testing out products before purchasing. Virtual makeup tools such as Sephora’s virtual artist devices, the Youcam Shop app or even Youtube’s AR filters, allow consumers to try on a countless number of eyeshadow and lipstick shades which would be limiting to attempt from applying the actual product to their face. This is very similar to e-makeup with the main difference being the purpose of many virtual makeup apps being for trying on existing products that you can purchase which is why they are often referred to as “try on” apps. These apps not only virtually apply the products to your face with measurable precision, but some of them also offer foundation colour match and tutorials/demos on the chosen item. However, Meghan McDowell, innovation editor at Vogue Business along with many reviewers say that they aren’t always a good alternative for real products agreeing that they are not “100% accurate .” This does make sense considering that your natural skin pigments have an effect on the product that you apply over it. So the same lipstick can appear differently on two people with different lip colours.
The way consumers choose, purchase and interact with products on a daily basis will significantly change due to advances in software, hardware, apps and augmented reality – Cosmetic Business
It seems that a big part of beauty tech involves virtual makeup testers which goes to show how much consumers either struggle to find the right products or are just constantly on the search to discover new ones. Technology is increasing at an exponential rate, with the global artificial intelligence market alone set to reach $77.8 billion in the next five years. Leading industry experts are predicting a massive increase within personalization in addition to voice-activated shopping assistance. This means that brands may benefit by consistently re-evaluating its progression in order to be at the front of the newest tech trends using it to the fullest; remember doing this is most effective when giving consideration to consumer demands.
Do you use any kind of beauty tech? What’s your favorite tool?