Connected beauty : when artificial intelligence enters the cosmetics sector
In this age of technological innovation, the cosmetics sector is far from immune. Many cosmetics brands have recently decided to bring artificial intelligence or virtual and augmented reality into their customers’ bathrooms. But not just any brands: Millennials and Generation Z, attracted by the instantaneous and the personalised, are the target of these brands, which are adapting by offering new innovations.
Although it may have seemed like science fiction a few decades ago, it is now a reality that consumers need to take on board.
Spotlight on these intelligent beauty innovations!
What is connected beauty?
Did you think it was impossible to improve the efficacy of cosmetics while giving consumers a new digital experience? But that was without taking into account the emergence of an innovative new technology: connected beauty !
Also known as algorithmic cosmetics, this new emerging concept is capable of analysing skin quality and even testing a new colour on hair without actually doing it. Inspired by the personalisation trend these connected tools meet the needs of consumers who want products tailored to their skin, age and habits.
Data is essential if we are to offer a product tailored to each profile. This is where data comes into its own.
And if brands have fully understood the importance of “Beauty Tech”, it is in particular to continue to attract new customers, build loyalty and increase their sales.
Without further ado, discover the latest fascinating innovations to have emerged in recent years.
When artificial intelligence reinvents cosmetics
Already, back in 2015, L’Oréal began its shift towards connected beauty with its Makeup Genius app. This virtual simulator uses augmented reality to allow users to virtually try on make-up – including foundation, lipstick, eyeshadow and blush.
To do this, the application simply asks users to take a selfie of themselves, then virtually apply L’Oréal make-up to their face.
As well as connected applications, electronic and connected objects are taking part in this rapidly expanding market. In 2017, L’Oréal presented a connected hairbrush that uses 6 sensors to analyse the nature of the hair it is styling. Users of the product can consult their personalised hair profile and associated advice on their smartphone, via the dedicated application.
The Coty brand has teamed up with Amazon to launch a personal beauty assistant that can suggest over 2,000 different make-up combinations: Let’s Get Ready. To this end, the application asks consumers for information about their physique (skin, eye and hair colour), their appearance preferences and the event they are going to attend.
Based on the information it receives, Alexa offers users beauty tips, tutorials, looks and even products.
Connected applications, connected objects, personal beauty assistants… Algorithmic cosmetics are now a reality, and they’re not going away any time soon!