With my prior knowledge of the beauty industry combined with scouring the internet about the impact of big data, I have found one unique selling point many beauty companies use to amp up their sales. Personalization is not anything new in the beauty industry, but the way it is done is rapidly evolving. There have always been different shades, styles, and formulas, but companies are zeroing in on personalization using big data.
I have 3 examples of the impact of big data in the beauty industry.
- Lancome Le Teint Particulier Foundation
Lancome created the first foundation to be 100% customizable by using key data that measures a person's skin type, tone, and desired level of coverage and hydration. To do this, they have a sensor that is placed on different points of the face and neck. The data from this device is measured and an algorithm is sent to a machine that formulates an individual's perfect shade. This groundbreaking technology from Lancome could also be used to stock their shelves with the data from each individual in mind. With this new personalized data, they can decide which foundations to come out with based on user preferences.
2. Sephora Product Try-On
Sephora launched the "Sephora Virtual Artist" feature in 2016. This tool uses Augmented Reality to detect the coloring of the photo to choose lip, eye, cheek, and other products that would be complementary to each person. Users can try on different styles of eyeliner and blush to create their ideal look. Each shade used is something a person can buy in Sephora. The app also emails users the products they chose so they can buy them. This artificial intelligence also allows Sephora to unlock new data and keep up their user preferences.
Here is my custom look after playing around with the app. 3. Function of Beauty
Straying away from the makeup world, the company Function of Beauty allows users to take a personalized quiz which includes hair type, scent preferences, and hair goals. From this quiz, Function of Beauty uses the data to create personalized shampoo and conditioner. This company now has a profile for each individual which allows them insights on what other products to launch and how to target specific people. Function of Beauty also creates their products cruelty-free and leaves out the toxins. This is another topic of the beauty industry I will cover in a later post!
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