Generic beauty products and brands are no longer an option in today’s technology-driven, consumer powered landscape. As the biggest cosmetics brands in the world are embracing technological transformation, and as consumers demand a more personalized approach to buying, the cosmetics industry is going through rapid changes. While beauty tech is not a new phenomenon, the technologies being used in the modern age are bringing a unique process of disruption. Digitally native cosmetic brands are utilizing those technologies to build their brands and are competing with those brand names with global recognition. Here are the top ways that technology is changing the cosmetics industry.
AI and Beauty
There’s no disputing that more brands than ever are now using artificial intelligence (AI), and the cosmetics sector is no different. Prime examples include the Olay Skin Advisor, which uses AI tech to analyze a selfie-and determine the best products for improved skin health. Olay isn’t the only one either. FOREO, a Swedish beauty brand, has recently introduced a tool called LUNA fofo, which allows users to get a comprehensive breakdown of the best skincare routines that are personalized and based on real-world data. As AI becomes increasingly prolific, the cosmetic industry is racing to develop the tools that will impact consumers.
Customized Films
From ingredient sustainability to unique skin care needs, what goes into cosmetics products is more customizable than ever. Almost every ingredient in moisturizers, hair care products, and skincare products can be tailored very specifically to the needs of both the brand and the consumer. With the introduction of bespoke film forming polymers, cosmetic brands can easily transform how their products look and feel while maximizing smoothness and hydrophilic properties. This customized approach is no longer the sole preserve of the globe-spanning brand names, and even independent cosmetics brands should be taking a closer look at the potential.
3D Printing
While 3D printing in cosmetics isn’t new, it is growing more advanced. The first portable 3D makeup printer was launched back in 2014, and it took around 15 seconds to print whole palettes of makeup that included blush, brow powder, and eye shadow. While 3D printing isn’t quite at the stage where it will completely replace injection molding, it’s not hard to predict that those days are coming closer. As the technology continues to evolve and grow more valuable, many cosmetic brands are combining 3D printing with injection molding. They’re also using this exciting new technology to create prototypes much faster, speeding up time to market and streamlining the production process. While there have been promises of the global impact of 3D printing for almost a decade, the fact is that the growing use of the tech is being seen in industries that were never predicted. The cosmetics industry is one of them.
From smart mirrors and consumer data, technology and the cosmetic industry are only growing more connected. Technology continues to play a greater role in our lives than ever before. For those in the beauty sector, the reality is that failing to integrate the most valuable technologies into production, sales, or communications, means reducing the potential to grow their brand.
