Beauty brands are using the whole lot from synthetic intelligence (AI)
to augmented truth (AR) to hold their customers engaged in a fiercely
competitive marketplace. But do such improvements sincerely work or are they
definitely advertising and marketing hype.
When L'Oreal said closing 12 months it not wanted to be the primary
splendor firm within the international, but "the primary beauty tech
enterprise", it turned into clean matters inside the industry had changed.
"Women have had the equal splendor issues for 30 to forty years,
however technology has created a extra worrying client," explains Guive
Balooch, worldwide vp of L'Oreal's Technology Incubator.
"They need extra customized and particular merchandise, and we have
to respond."
So what are the principle tech tendencies?
1. Personalisation and AI
According to Mr Balooch: "50% of women bitch that they cannot
locate the right colour of basis for their face, and ladies with darker pores
and skin tones were crying out for greater choice."
But setting heaps of shades on keep cabinets could be
"impractical", he says.
Instead, L'Oreal subsidiary Lancome has come up with a custom-made
foundation device referred to as Le Teint Particulier, which promises to locate
the "exact in shape" on your pores and skin the usage of AI.
Available at Selfridges and Harrods in the UK, Lancome's experts first
work out your facial skin tone the use of a hand held colorimeter - a form of
digital scanner.
The consequences are then run through a computer, which makes use of a
proprietary set of rules to pick from 20,000 special sunglasses.
Finally, the laptop's findings are sent to a gadget that mixes the muse
for you, there and then in the store.
"It's a piece like how a hardware shop mixes a pot of paint, but
the pores and skin is a lot greater complex," says Mr Balooch.
According to market research company Mintel, demand for customized
cosmetics is developing rapid. Nearly half of consumers like the concept that a
beauty product is customized in particular for them, and a third think such
merchandise provide better effects,
But at £eighty five for a 30ml bottle, Le Teint Particulier isn't
reasonably-priced, and some have warned that the high fee of personalized
cosmetics stops them being inclusive.
"It is sending a message that to advantage you furthermore mght
should be rich, that is type of counter-intuitive," says Cherlynn Low,
reviews editor at US technology internet site Endgadget.
2. Virtual 'attempt on' apps
As we do extra of our purchasing on line beauty manufacturers are an increasing
number of the usage of augmented fact (AR) to enhance the revel in.Improvements
in photo reputation and face tracking tech is making these digital overlays
extra correct.
Take Sephora's Virtual Artist, which we could customers honestly attempt
on heaps of shades of lipstick and eyeshadow via their smart telephones or at
kiosks in stores.
The app works via measuring where your lips and eyes are in real time,
then tracking the ones facial characteristic factors so it knows wherein to
position the cosmetics. @ Read More imtechaddicted fitliza technologyiesinnovation
