How the beauty industry tackled the pandemic with tech

When the shops and restaurants closed down and we got sentenced to home offices and sweatpants, glowing skin and the newest lipsticks became the least of our concerns. The predictions were dark: the beauty industry revenues were about to fall 20 – 30%. This grim outlook meant that the industry needed to fight back. And so the beauty brands turned to tech. Today, we can easily find the perfect shade of foundation online and get personalized advice from the comfort of our home.

Be it solutions that already existed or brand new inventions, technology got its spotlight. In the end, it’s not only about convenience – combining beauty and tech is also fun.

Virtual make-up

Selling make-up products throughout a year when masks cover our faces? Not ideal. The big beauty industry players tackled the challenge head-on and let the customers play with make-up virtually. MAC, for example, is famous for their in-store make-up artists who assist customers. While that’s certainly a great customer experience, you still wouldn’t try on 800+ shades. Virtually – why not? 

“Customers are unlikely to try on multiple lipsticks in one session in a store because it’s arduous to keep removing and reapplying products. That’s seamless in Augmented Reality,” said Allison Ferenci, co-founder and CEO of Camera IQ, for Vogue Business. She also explained that we should view cameras as a crucial marketing tool, considering that around four billion people actively use stories throughout Instagram, TikTok, Snapchat, and Facebook.

Virtual shopping is here to stay, and in many cases, it might even be more convenient than going to a brick-and-mortar shop. Even Google got involved, and that says something. The tech giant now provides augmented reality beauty experiences, so you can bet that it’s getting serious.

Finding a perfect shade of foundation

Digital shopping opens a new world, where you can combine the craziest shades of lipsticks and eye-shadows without anyone else staring. You can also try on anything from a new haircut to pretty much a new face with all those filters out there. But what’s one of the trickiest makeup decisions to make? Picking a foundation that suits your skin type perfectly. A cornerstone of any beauty routine, but practically impossible without tech. And so Lancôme called AI to arms to introduce Shade Finder. Thanks to artificial intelligence, the device can recognize up to 22,500 shades: whoa! 

At-home personalized dermatologist

So many of us have those bathroom shelves stacked with dozens of products. Half of them are not delivering on their flashy marketing claims. Likely, you shouldn’t combine them within your skincare routine. It’s impossible to keep track; we overwhelm our skin and throw out half-used bottles of products that didn’t work out. 

Personalized beauty routines are a way to cut down on impulse buying. With Atolla, for example, you can test your skin at home and use data-driven tips for better routine effectiveness. You could go for their customized products, but you can also include your existing favorites. And as your skin transforms, so should your routines, so you can always reassess your skin before the next order. You could even call an esthetician who will give you advice.

Personalized online care is a huge topic in health, and so it’s only natural that dermatology is also going digital. Those who suffer from acne, for example, could try Effaclar Spotscan which runs on artificial intelligence. That’s a blessing for around 80% of teens and 40% of adults suffering from this skin condition. 

Considering how many people may not have access, time, or finances to consult a dermatologist about their troubles, technology is truly a game-changer. It could be true particularly for men, who are more reluctant to visit doctors and open up about sensitive issues. 

Are you one of those people who would rather avoid shopping centers and chit-chat with shop assistants even after the pandemic? The tech era is here, and when it comes to beauty products, you may not have to ever go back.

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