Impact of Technology on Color Cosmetics Industry

 

Impact of Technology on Color Cosmetics Industry

-by Tanya Agarwal

The color cosmetic industry is wide considering its makeup range from lipstick, eyeliner to highlighter. Various people have different skin color and texture and make it very important for them to take keen consideration of different factors before choosing a product for themselves. Trying different and new techniques of various brands makes it fun as they try to experiment with their looks. However, they need to know the product before applying it to their skins.

The increase in online shopping has changed the way consumers buy, from gadgets, clothes, and groceries but, when it comes to cosmetics, online shopping is still at its bay. This is due to the fact that consumers want the same ‘real-life’ experience online as they do in-store. They wish to know how the product will look on them in order to make a decision.

As the statistics suggest, 87% of people are expected to be shopping online and 45% through mobile apps by 2020, cosmetics companies are expected to use the most advanced technology available to introduce the merchandise to digital consumers. In recent research, it has been found out that in-store experience needs to work harder and close the deal, while the consumer is on site.

L’Oreal has partnered with technology companies to allow consumers to use the latest technology to try the products before purchasing. YSL, on the other hand, has also partnered with Google for make-up artists to show customers how to apply make-up videos, while L’Oreal Paris has launched a ‘Make-up Genius’ app which allows customers to see how make-up will look on them before buying it.

Makeup Genius, a beauty app that uses facial mapping technology to rework your iPhone or iPad front-facing camera into a virtual mirror wherever you'll ‘try on’ L’Oreal Paris merchandise - as well as war paint and lipstick – in real time.

These initiatives are designed to upgrade the process of buying cosmetics which allows customers to experience the products which were previously not possible. Rather than replacing the experience of trying on make-up in a shop, these initiatives aim to add a new dimension for people who want to try out a new look.

This algorithm captures 64 data points on the face, making it intuitive enough to discern between the skin of the lips, eyes and other facial contours i.e. the virtual make-up moves as you turn your head, change your facial expressions and test out new looks at various angles and lighting conditions.

Virtual Makeup Application development is a technology that is used to help the experimenters and the first-time-buyers to try out various cosmetic products where an app and AR mirrors are used to help the user simulate hairstyles and makeup. This way the user is able to try and experiment with many products. VR and AR also used to experiment with nail polish shades. Virtual Makeup Application development works in a way where you take a picture of yourself and then send it to a virtual beauty adviser. Within a few seconds, the correct shade for the skin tone is sent.

YSL make-up artists in department stores use Google Glass to film makeover sessions with customers. At the end of the session, they email the video to the customer’s personal account, along with ‘before’ and ‘after’ shots. The customers can replay the video at home and mimic the make-up artist’s techniques to recreate the makeover look. They can also view a list of products that were used, and order them online via YSL’s web store.

Technology has made it possible for users to customize and produce cosmetics using the makeup producing printer at their respective homes. Using 3D printers, the user can print any colour. This way the consumer is guaranteed instant gratification. 

Technology has helped both the large and small companies to collate wide and relevant information about their customers which is important in the cosmetic industry. Technology has helped solve the problem where data companies gather information for companies producing cosmetics. Most data companies gather this information online where they give customers a chance to win cosmetic products in exchange for personal information where they fill in a questionnaire.

Technology has also made it possible for sheets to be infused with ingredients that help make your skin more smooth. SkinGlow bedding is a sheet that has ingredients such as copper ions which are woven in comforters and pillows covers that help reduce fine lines and wrinkles. It mostly works at night since it releases the copper ions when it comes in contact with moisture from the skin. A research done by an independent lab showed that there is a significant reduction in wrinkles for people who sleep using the SkinGlow range of products. The explanation behind this is that copper ions help increase the production of collagen.

Just like the automated retail machines that dispense chocolates and sodas, there are also machines that retail cosmetic merchandise. These automated machines are touchscreen and they also give you information about every cosmetic product that they retail, they also show videos about the different products to the buyers.

In conclusion, technology such as 3D printing is giving the customers the opportunity to produce, bespoke and wear their own makeup and the collaborations between big brands with technology companies are also expanding the horizon for the color cosmetics industry.