How Technology is Changing the Beauty Industry
Today, beauty companies are struggling to comply with technological changes as consumers intertwine their beauty routines with new technologies. These companies have been forced to adapt various technologies in an attempt to attract the new wave of digital consumers.
In fact, beauty companies have begun to place technology at the center of their products; here’s how:
1. Customer Service Has Been Transformed
Today, consumers have more options: online videos, skin diagnostic tools, and DNA testing.
One notable example is Panasonic’s Magic Mirror. This ‘magic mirror’ detects wrinkles, spots, or damage from the sun, using built-in cameras, then points out any flaws. Once it has analyzed the skin condition, it recommends various treatments or cosmetics.
The mirror is useful to consumers who need to make decisions about the value of skin creams or moisturizers. It can be used on cosmetic counters at malls or at local beauty shops to help customers choose the products that suit them best.
2. Beauty Wearables are Creeping In
The beauty market is getting filled with wearables that are supposed to perform various functions. For example, in early 2016, a notable cosmetics company, L’Oréal, unveiled a stretchable skin sensor that can help its wearer monitor UV exposure.
The new invention came at a time when more people were getting concerned about the sun’s exposure. The heart-shaped patch, named My UV Patch, is a transparent adhesive that can be placed on any skin area that needs to be monitored. It contains photosensitive dyes that change color when one is exposed to UV rays.
3. The Internet Has Provided More Possibilities
The internet has enabled beauty companies to connect with their consumers through online engagements, surveys, and online promotions. In the end, cosmeticians have learned their users’ behaviors, and they have used that information to better their offerings.
The internet has also benefited other industries like dental implant insurance. For example, an Ohio-based startup, named Beam Insurance, provides Internet-connected toothbrushes to policyholders in a bid to monitor their activities and to eliminate issues that may lead to high claims. This insurance company is hoping to transform dental insurance by creating an insurance plan that can retrieve data from customer’s toothbrushes.
4. Shopping Has Been Transformed
Consumers have more payment options that guarantee convenience and security. Two notable examples are Apple Pay and Google Wallet. One company that adopted these latest technologies is Sephora. They collaborated with Apple to integrate Apple Pay into their app.
Delivery has also been enhanced. Amazon introduced a drone service that delivers products at the customer’s backyard. But cosmetic shoppers are known to be frugal and need to feel or touch products before purchasing.
This prompted L’Oréal to make an app. L’Oréal launched an application that uses the front camera to try makeup virtually. This app helps consumers who want to try out new make-up.
5. Beauty Can be Customized
Consumers have the freedom to customize beauty, and this mostly applies to individuals who are not confident with make-up. Today, platforms like YouTube provide millions of beauty videos that provide insights into the best beauty practices.
However, beauty companies will need to use technology further to meet the demands of such consumers. For example, they can use AI (Artificial Intelligence) to analyze hair, color, skin tone, and various other preferences to make a customized product.
The leap in technology is evident in the beauty industry, and beauty companies are trying their best to keep up.