56 TRENDING TECHNOLOGIES
Creating truly personalised beauty regimes
Wilma McDaniel – Cutitronics, UK
The beauty industry has seen many significant changes in the last year. While the sector was already moving quickly in its adoption of new technologies and digital capabilities, COVID-19 accelerated the development of these advancements 10-fold. In a matter of weeks, beauty brands were required to transfer their services online, expand their virtual beauty counters and find new ways of interacting with the consumer at home. While the pandemic presented many
unforeseen challenges, it did prompt change in the industry which would have otherwise taken years to implement. Beauty brands have managed to reach a new standard in their personalisation efforts, supporting consumers on their skin care and beauty journeys and building greater long-term brand loyalty. This was achieved not only by accelerating online platforms and expanding e-commerce capabilities, but by investing in new technologies, remaining reactive to shifting consumer mindsets, and building a new kind of relationship between the consumer and brand. By harnessing several key trends in the market, beauty brands are taking important steps to creating truly personalised regimes.
All things digital As heightened restrictions prompted the temporary closure of many physical beauty counters, it was paramount that beauty brands effectively expanded their online channels. From online shops to virtual ‘try on’ beauty features, global players needed to quickly accelerate their digital offerings and reach consumers in new and innovative ways.
This has included increased investment in
technologies such as apps, which use selfies and artificial intelligence (AI) to assess skin care needs and offer recommendations, as well as the convergence of skincare and beauty in single devices. Brands are also becoming more strategic in how their channels work together, adopting an ‘omnichannel approach’ to ensure that their online platforms interact seamlessly together.
Apps and AI Digital applications (apps) are among the most popular new business avenues for beauty brands as they attempt to bring the interactive nature of the physical beauty counter to the home. Using virtual reality (VR) capabilities – those responsible for the ‘filters’ feature on Snapchat – consumers are now able to ‘try on’ beauty
PERSONAL CARE June 2021
The virtual consultation A once vital component of the in-store experience, the face-to-face beauty consultation has also become a key focus in the industry’s shift online. Brands have started to introduce pop-up consultants on websites and virtual stores to support consumers with any immediate questions or queries. This initial touchpoint allows a relationship to be established with the consumer, guiding them to the product which is just right for them. To continue building this relationship,
many global brands have introduced virtual consultation platforms to their apps and websites, allowing consumers to book a face-to- face appointment with a consultant via video call. While the consumer immediately feels supported in gaining trusted advice from a specialist, the beauty expert is able to display and demonstrate their product offerings just as they would do in the physical store. This establishes a level of trust between the consumer and the brand, where consumers feel comfortable to share their concerns and questions, and the brand expert can ensure that the consumer is getting the most out of their suite of products.
The suite of Cutitron technologies.
products, colour match shades, and experiment with a variety of new looks from the comfort of their sofas. AI is increasingly used by brands to build an
in-depth picture of their consumer’s product preferences and spending habits. By creating patterns from consumer data, the very nature of AI means that it continues to improve and develop the more that it is used. In this way, consumer preferences and recommended products become more and more targeted as consumers continue to use the app, leading to improved results and increased customer satisfaction. Many apps are also being fitted with regime
trackers and reminders which optimise the client’s routine at home. This includes sending ‘push notifications’ – clickable banners which appear at the top of the consumer’s screen – to remind the client when it’s time to apply their skin care regime or help themselves to another glass of water. These regime trackers can also include step-by-step application guides, walking consumers through their skin care routines and providing guidance on optimal application techniques and amount of product recommended.
Devices While technologies such as apps have seen considerable developments in the past year, it will soon be possible for beauty brands to take this one step further and employ lab-standard technology to help consumers optimise their skin care regimes at home. Capitalising on breakthroughs in science and engineering, specialised devices will be able to scan the client’s skin in real time – taking into account environmental factors such as weather and location – to provide superior skin care support and even dispense the exact amount of product required. Such devices can also help combat one of the most significant challenges faced by the skin care industry: consumers failing to see the results they expect from their skin care regimes at home. It is worth remembering that the benefits reported by brands through their advertisements are often the result of rigorous clinical trial processes, in which external factors are meticulously monitored, product amounts are scheduled, and consistent support from a brand expert or dermatologist is provided. Technology in the form of handheld devices
can effectively bring the clinical trial home. By blending an innovative approach to data with superior product application, these devices
www.personalcaremagazine.com
Page 1 |
Page 2 |
Page 3 |
Page 4 |
Page 5 |
Page 6 |
Page 7 |
Page 8 |
Page 9 |
Page 10 |
Page 11 |
Page 12 |
Page 13 |
Page 14 |
Page 15 |
Page 16 |
Page 17 |
Page 18 |
Page 19 |
Page 20 |
Page 21 |
Page 22 |
Page 23 |
Page 24 |
Page 25 |
Page 26 |
Page 27 |
Page 28 |
Page 29 |
Page 30 |
Page 31 |
Page 32 |
Page 33 |
Page 34 |
Page 35 |
Page 36 |
Page 37 |
Page 38 |
Page 39 |
Page 40 |
Page 41 |
Page 42 |
Page 43 |
Page 44 |
Page 45 |
Page 46 |
Page 47 |
Page 48 |
Page 49 |
Page 50 |
Page 51 |
Page 52 |
Page 53 |
Page 54 |
Page 55 |
Page 56 |
Page 57 |
Page 58 |
Page 59 |
Page 60 |
Page 61 |
Page 62 |
Page 63 |
Page 64 |
Page 65 |
Page 66 |
Page 67 |
Page 68 |
Page 69 |
Page 70 |
Page 71 |
Page 72 |
Page 73 |
Page 74 |
Page 75 |
Page 76 |
Page 77 |
Page 78 |
Page 79 |
Page 80 |
Page 81 |
Page 82 |
Page 83 |
Page 84 |
Page 85 |
Page 86 |
Page 87 |
Page 88 |
Page 89 |
Page 90 |
Page 91 |
Page 92
