Technology is developing at a crazy speed. It
is everywhere in our daily life. Why? Because it is making a lot of things easier,
more convenient or simply, better.
Thus, it is not really surprising that now
technology is also at the service of beauty. Beauty is no longer only about appearance
– looking pretty or handsome, it is beyond that, it is now about health and
How can technology help the beauty industry? In
an era where smartphones and internet rule, the beauty industry is seeing the real
potential of technology.
In 2017, apps were able to apply beautiful
makeup styles on our face, hide our imperfections, and they were also able to
provide us personalized fitness programs. Even more amazing is we also could
ask Google Home for a specific beauty routine.
What is possible now and what will be possible
in the future?
Even though a lot of consumers still prefer
buying their products in physical stores, more and more people are buying
online. They are mainly ounger consumers led by social media influencers.
As Snapchat boomed in the past few years,
cosmetic brands took advantage of it. We can take the example of Lancôme. Indeed,
Lancôme’s cosmetics are also available on Snapchat. How can they sell on this
platform? Lancôme created a special filter available for 24 hours using the
Snapchat’s facial recognition technology. Users were able try on the brand’s mascaras
and lipsticks and if they wanted to purchase it, they just had to swipe left.
Augmented Reality (AR)
Augmented Reality is radically changing the way
we purchase cosmetics. This technology enables users to virtually try on
cosmetic products just by swiping left or right depending on the lipstick color
they want or the foundation shade they are always been looking for.
Sephora did not miss it and released the app Virtual
Artist in 2016 – allowing users to try on the brand’s products from
In order to attract more consumers in-store, brands
are now investing in AR-enabled mirrors. In 2016, MAC introduced its magic
mirrors in its stores in the US and plans to use it in all its stores globally
Virtual Reality (VR)
Virtual reality is different from AR because it
brings you in a totally different world. It requires the use of headsets.
In December 2017, NYX and Samsung launched an
in-store VR experience using
Samsung Gear VR. Users were basically transported in a make-up tutorial. “Our community is passionate about their connection to beauty
influencers, and Samsung’s Gear VR technology provides our customers with a
level of immersion and proximity to their favorite beauty vloggers that they’ve
never experienced before.” said NYX’s VP of Digital, Mehdi Mehdi.
Youger consumers are very influenced by
vloggers and influencers and this technology is providing them a level of
immersion never reached before.
Can technology evolve to the point that it will
replace doctors and professionals? The
answer is: probably yes. There are now gadgets able to analyze and treat your
skin or hair problems.
Here are two examples. The first one is HiMirror
and its HiSkin device. This smart beauty mirror takes a picture of you,
analyzes your skin and finally gives you a personalized analysis of your skin (wrinkles,
pores, complexions and sun damages). It will recommend you products and
specific routines to fix each problem.
device is connected to the HiMirror and
provides you an even more complete analysis (dark circles, acne scars,
environmental factors, etc.).
The second one is The Kérastase Hair Coach by
L’Oréal. This smart brush is able to provide personalized haircare and improve
your brushing techniques. It can also analyze the effects of heat and products
on your hair health.
With these gadgets, people will have access to
personalized beauty routines that fully correspond to them and their problems.
In May 2016, L’Oréal became Founders Factory’s
partner by investing in Beauty tech startups worldwide. “Everything starts with
this pillar in my mind of where beauty and technology meet” said the global vice
president for L’Oréal’s Technology Incubator, Mr. Balooch.
In his mind, the future is made of connected
and personalized cosmetics that would “meet each consumer’s needs”.
The Kérastase Hair Brush was not the only
project of the Incubator. One of their other projects was the Lancôme
Teint Particulier, a machine able to custom blend foundation to match 22,000
L’Oréal bets on technology when it comes to the
future of cosmetics and beauty. Thus, their Incubator and all its innovations should
be followed closely.
The future of beauty seems to be in technology.
Many brands and professionals are investing in researches to develop more and
more innovative gadgets.
Two words can qualify the beauty products of
the future: connected and personalized.
Consumers are always looking for something new,
something that can surprise them and exceed their needs. The use of technology
in beauty is a way to give them a customized and memorable experience.
Technology is evolving fastly and so does the