Author: Wilma McDaniel, Company Director
Beauty 4.0 has been on the horizon for years. As the dynamic beauty industry looked to pursue innovation in its supply chains and take advantage of the latest developments in tech, e-commerce sales began to soar, and customisation capabilities became the must-have feature of any top beauty brand.
Fast-track to 2021 and Covid-19 has accelerated the digital capabilities of beauty brands beyond expectation. Brands have harnessed state of the art technology to find new ways of interacting with their customers at home, give them elevated choice when it comes to the brand’s product suite, and take the personalised experience to a whole new level. The beauty revolution is no longer on the horizon - the beauty revolution is here.
According to Stéphane Lannuzel, Operations Chief Digital Officer at L’Oréal, beauty brands are now required to respond to new trends in less than six months. In this new, fast-paced economic climate, consumers are no longer willing to wait for 18+ months – the typical production timeline – to see a new product development come to fruition. There is a new expectation for the industry to be even more agile, even more responsive, and deliver the trends that consumers spot online in a matter of months.
As the restrictions of the global pandemic roll-on, beauty brands have had to get creative in how they communicate with and support their consumers. While physical beauty counters continue to face temporary closures, beauty brands have had to focus on bringing the same level of personalisation and service delivered in stores, to the comfort of the consumer’s own home.
This has led to increased adoption of apps and devices. Harnessing breakthrough advancements in science and engineering, beauty brands are able to enhance their personalisation capabilities, offering consumers products, regimes and advice which are completely tailored to their skincare and beauty needs.
Our Cutitron® devices are leading the way in this arena, replicating the clinical trial process and helping clients to achieve optimal results at home. By scanning the skin in real time, our technologies work like a ‘fitbit for the skin’, taking environmental factors such as location and weather into account and dispensing the exact amount of product which is required.
A supporting driver in the pursuit of enhanced personalisation is objective data. Brands can now compile a range of information from sources such as devices, scanners, consultations, questionnaires and online cookies, to build a detailed and comprehensive profile of each of their consumers. They can gain in-depth knowledge on their likes, dislikes, brand preferences, skin type, complexion and so much more.
From there, it’s simply a question of matching up this intel with the brand’s own catalogue of products to offer the consumer deeply personalised recommendations which are much more likely to produce their desired results. The more data the brand collects, the more tailored these recommendations will be. If consumers begin to see the results they desire, while building a relationship with a brand that truly understands them, it’s only a matter of time before the brand has earned loyalty for life.
Unequivocally, the driving force of the beauty revolution is personalisation. An established route to global success, enhanced personalisation supports brands in generating stronger consumer relationships, outshining competitors with their product offerings and fostering long-term brand loyalty.
This is what tech allows them to do better than ever. Using a blended approach of new technologies, online platforms, devices, apps, and data, brands have gained detailed insight into the needs of their consumers, allowing them to be more targeted in their approach and offer increasingly tailored recommendations and advice.
While no sector could have foreseen the events of the global pandemic, the beauty industry once again showed its ability to remain agile and keep ahead of the curve in responding to the shifting consumer landscape. Facing the temporary breakdown of the physical shopping experience, the industry effectively managed to move all interactions and product offerings online, while still supporting the consumer to achieve their desired results from the comfort of their homes.
Share this article