Beauty brands are using everything from artificial intelligence (AI) to augmented reality (AR) for customer engagement in a competitive market.
It is clear that things in the industry have changed drastically. Last year L’Oreal said that it no longer wanted to be the number one beauty firm in the world, but “the number one beauty tech company”. It is the technology that has created a more demanding consumer. They are looking for more personalized and specific products, and organizations need to respond.
Here are the major tech trends that are redefining beauty industry to completely new peaks
Personalization and AI
Many female customers complain that they can’t find the right shade of foundation for their face, and the one with darker skin tones have been crying out for more choices. However, putting thousands of shades on shop shelves is impractical.
L’Oreal subsidiary Lancome offers a custom-made foundation machine called Le Teint Particulier, which promises to find the “exact match” for your skin using AI. It is available at Selfridges and Harrods in the UK.
Lancome’s consultants first check out your facial skin tone using a handheld colorimeter – a type of digital scanner. The findings are further run through a computer, that uses a proprietary algorithm to choose from 20,000 different shades. At last, the computer’s findings are sent to a machine that mixes the foundation for you, on the spot in the shop.
The demand for personalized cosmetics is growing rapidly. Consumers fancy the idea that a beauty product is personalized especially for them, and moreover, such products giving better outcomes. No doubt, the high price of personalized cosmetics stops them from being inclusive. It conveys the message that you have to be rich to take benefit which is not so feasible
Virtual Experimenting apps
Beauty brands are increasingly using augmented reality (AR) to enhance the experience of online shopping. More and more development in image recognition and face tracking tech is making these digital overlays precise.
For example- Sephora’s Virtual Artists app allows consumers to try on thousands of shades of lipstick and eyeshadow virtually through their smartphones or in stores.
First, the app measures where your lips and eyes are in real time, then track your facial feature points- this is how it knows where to put the cosmetics. It also has digital make-up tutorials and matches colour shades to your skin.
Yes, of course, they are not “100% accurate” but still customers find them useful. They make sense in this era of Snapchat, where people are habituated seeing AR filters on their faces.
Smart skin advisor
Will you trust a computer to evaluate your skin? Taiwan’s New Kinpo Group has come up with a “smart mirror” that rates your skin.
Every time you log in it clicks a photo of your face and scans it for wrinkles, red spots, pores, fine lines, and brightness levels. Further, it rates these factors from “good” to “poor” and sends you personalized tips and product recommendations.
While some skin care experts warn that such devices can harm people’s self-esteem if the feedback is negative. Also, these devices can be misled by bad lighting or leftover make-up smudges. That is why the scores are not always consistent.
Printed make up
Do you want robots to put on your make-up?
Proctor and Gamble (P&G) have come up with Opté wand which is a make-up printer. The Opte wand scans your skin and accurately applies tiny amounts of make-up to hide age spots, burst blood vessels and other blemishes.
It has a tiny built-in camera that clicks 200 frames per second, whereas a microprocessor analyses this data to differentiate between light and dark areas. Then the micro printer then applies the foundation to your skin. P&G is willing to launch the product by 2020.
Imagining where the trend is going, you never know in future the make-up looks seen online can be downloaded and printed directly on to the face.