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SURFACE Propelled by the pandemic, touchless technology has moved into the spotlight. But can beauty ever truly go touchless?


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Touchless beauty tech BEYOND THE


afety. It’s the number one priority for retailers everywhere as stores reopen, and will be vital to encourage the return of shoppers and regain their confidence. But while masks, social distancing and contactless checkout are measures that have quickly become normal and expected, many consumers are keen for retailers to incorporate touchless technology that not only delivers further safety benefits but also enhances their overall shopping experience, giving them new ways to interact in-store. According to a US survey by retail innovation agency Outform, 43% of consumers want to see voice activation technology in-store, 33% want sensor or motion detected technology and 32% are in favour of QR codes. The top three technologies that consumers think could improve their overall shopping experience are interactive merchandising display, voice activated demos and AR try-ons. In beauty retail, try-on tech had already been incorporated into many department stores, specialist beauty retailers and brand flagships well before Covid hit, but it is now moving beyond an experiential feature to a solution that offers a hygienic alternative to physical, shared product testers. Ulta, for example experienced strong demand for its GlamLab tool in 2020 and rolled out virtual try-on of hair colourants, brows and lashes in addition to make-up. And beauty tech developer Perfect Corp introduced new features including voice command and gesture control to its AR try-on tools enabling customers to pull up the style of look they want to try in-store without having to touch a screen. The update is also able to detect face masks, and apply the virtual make-up only where the customer is showing skin. It can also add swatches of lipstick to a scan of the shopper’s arm so they can compare shades. Jonathan Chippindale, CEO of Holition, says: “In a post-Covid-19 world, the value of emerging technologies like AR or virtual spaces have become even more prominent, offering brands and retailers a concrete tool that


14 cosmetics business May 2021


Ulta Beauty expanded its GlamLab tool (below) with hair, brow and lash options in 2020; while Perfect Corp (bottom) added voice and gesture commands to its AI tools for safer in-store testing


offers a hygienic and socially distant alternative. These tools can help restore confidence among consumers, assuring them that brands are adapting the retail experience to suit consumer needs.” Virtual try-on tech that uses AR, voice, gesture and contactless navigation can also serve as a way to enhance the trial experience, says Michelle Smith, Executive Business Director of Landor & Fitch. She adds: “Beauty retailers should also consider how to use touchless tech as part of the real product sampling and ensure that the actual product makes its way into the hands of the customer. Vending solutions offering samples, alongside full-scale products, is an interesting way to bring brand experience, play and enjoyment to the trial process in a touchless way.” Other options include physical tester devices that are activated with motion as opposed to touch, such as beauty company Meiyume’s touchless testers that can dispense liquid skin care products and fragrances and can be fitted into existing displays or added to store countertops. Livvy Houghton, Senior Creative Researcher at strategic foresight consultancy The Future Laboratory says that some brands including L’Oréal are experimenting with artificial intelligence technology to reduce the need for testers entirely. She says: “The beauty giant’s new YSL AI-powered lipstick device, Rouge Sur Mesure provides consumers with access to an infinity of shades from just three coloured capsules, while also offering personalisation services such as shade


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