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  • Writer's pictureDaria Mudrova

Innovative beauty technologies: the most unusual trends occurred during the pandemic

The economic effect of COVID - 19 has yet to be studied, but it is already clear. Small brands are afloat, some stores have already closed. Beauty expert Daria Mudrova will tell you about the most interesting ideas and trends in the industry.

During ubiquitous social isolation, people began to use perfume and decorative cosmetics less often, and this inevitably affected the level of sales of the corresponding funds. To reduce economic losses, some fashion companies reorganized and began to sew masks, and, for example, beauty conglomerates, such as LVMH (produce cosmetics brands Dior, Guerlain and Givenchy), Mary Kay, Shiseido, began to produce sanitizers - we must pay tribute to them , including as a charity. Many companies, as they say, “change their shoes on the go,” the L’Oreal group, for example, is working hard to digitalize its products and develop e-commerce platforms to increase demand at the online level. All these are small steps on the path to success, but those companies that look further into the future already understand that the key and significant trends in the development of the beauty industry are awareness, digitalization and cross-collaboration. And the pandemic period is clearly demonstrated.

Now for the services sector, including in the field of beauty, new requirements will be presented. And this is not just an individual approach, quality products, but first of all safety, which is guaranteed by digital technologies. With the capabilities of artificial intelligence and augmented reality, machine learning, cosmetic companies are exploring a completely new space for themselves, leaving for the contactless provision of online beauty services

The trend for care and personalized service is now actively implemented in various applications. Artificial intelligence collects your data, analyzes and offers suitable care with the appropriate tools. One such know-how is Hi Mirror, or the smart mirror from Taiwan's New Kinpo Group. It is synchronized with Alexa, and every time you log in, it scans your face, taking into account every nuance: wrinkles, irregularities, pigmentation - and as a result gives recommendations for leaving. Also, the accessory provides the opportunity to create your perfect makeup, depending on age and for different types of lighting.

Another example of a smart mirror from Alibaba A.I. Labs - Queen Pro. It wishes you a good morning, sets it up for a good day and advises you on the current make-up, as well as care products.

Smart apps

Shiseido is developing a skin care adviser called Optune. This application integrates digital technology, skin care and beauty research. The algorithm determines the needs of your skin in real time. The technology analyzes, among other things, secondary factors affecting the state of health - from the menstrual cycle to the temperature and humidity of the air in the room - and only then, based on the collected data, recommends suitable care products.

A similar application was developed by Olay. In addition to competitors' capabilities, their Skin Advisor service will clearly show how you will look after using the recommendations suggested by the application.

La Roche-Posay, a L’Oreal campaign group, is also keeping up with the times and, together with tech giant Alibaba Group, is developing an artificial intelligence application to test skin conditions, with an emphasis on acne. In order for the application to analyze the problem area, you just need to upload a selfie.

The German company Henkel Beauty Care is working on the Choicify application, which helps you choose the right shade of hair dye. The user must select the desired color, and the application will tell you which paint to buy.

Augmented Reality

Remember everyone's favorite Snapchat masks and filters? The companies decided to go further and use these inventions not just as a disguise, but to help in the selection of make-up products. For example, one of the most widely used apps in America is Virtual Artist by Sephora. It allows you to select different variations of make-ups, suggesting which lipstick, foundation and shadow you should use for you. After the picture suits you, everything you need can be bought in the online store of the company.

3D Makeup Printer

Procter & Gamble готовит к выпуску свой новый продукт в этом году. Технология еще в разработке: микрочип проанализирует все неровности на лице и нанесет необходимое количество средства по уходу за кожей. А по данным дизайнерского агентства Seymour Powell концепция 3D-принтера еще однозначно расширится. Технология будет позволять визажистам загружать различные виды макияжа. А принтер уже будет сам наносить необходимое количество косметики на лицо пользователя.


Viral content is also actively developing. Makeup artists create their VR-make-up masks using specific decorative cosmetics, and users can already try the new make-up both in virtual space and in real.

The world is now actively moving into the online future. The beauty industry is increasingly using artificial intelligence to personalize the service for existing customers, as well as to interest a new young audience that is increasingly spending their lives online, with great pleasure resorting to the help of virtual assistants. Perhaps soon the same clever mirror that will replace a real cosmetologist and will be able to answer all our beauty requests will be firmly registered in our lives along with Alexa, Siri and Alice.

See also: Lower prices for services and pleasant bonuses for customers: what awaits the beauty industry after quarantine

Autor: Daria Mudrova


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