TechGlow: The Digital Beauty Revolution

Today, technology touches every area of life – including beauty and cosmetics. Recent innovations in artificial intelligence (AI), augmented reality (AR) and the Internet of Things (IoT) have contributed to a noticeable surge in the beauty–tech industry. The advent of algorithm-based mass customization allows brands to cater to individual preferences, fostering a sense of individuality and community around common beauty goals. This tech-driven disruption is rewriting the rules of engagement, enabling brands to connect with consumers on a more personalized level.

Virtual try-and-buy zones, including makeup simulators and virtual mirrors, offer immersive experiences, making product selection seamless and engaging. Allowing consumers to look for customized solutions and products that “look good on me,” before making a purchase decision.

This tech revolution in the beauty space gained momentum during COVID-19 - people were hesitant to step out, hence the need to create an offline experience in an online world - where consumers could almost touch, feel and see the products for themselves. Now post-pandemic, brands are further enhancing these technologies to offer even more enriching consumer experiences.

Leading companies like ModiFace and Perfect Corp. are at the forefront in the augmented beauty space, partnering with brands like L'Oréal, Estee Lauder, and Sephora. As an example - YSL Beauty lets consumers create custom lip color shades. Its tech innovations include a state-of-the-art lip tool; a strand-protecting blow dryer; and the Nimble manicure salon, the world's first device that combines AI technology and complex robotics to flawlessly paint nails without ever needing to go to a nail salon. Neutrogena has a "Skin360" device, an AI-powered skin analysis tool that scans the user's face and provides personalized recommendations.

With these tech-enabled solutions, brands can build better consumer connect and engagement - thinking about them not just consumers but individual consumers. Beauty tech offers exciting opportunities for innovation and personalization by enhancing customer experience. However, while on the way to providing consumer delight, companies must prioritize consumer privacy and data security as they develop cutting-edge solutions to differentiate themselves. The objective, therefore, should be to engage customers and, at the same time, protect them.

Written by Ananya Roy Mathur

Senior Director, Ipsos India