Digital transformation of beauty
Digital beauty from BtoB to BtoC
What digital brings to the cosmetic industry is data management, agility and tailor-made solutions. This may be true for BtoB activities, as well as for BtoC products and services. As Sabine Vic, from Formul&scence, this allows beauty personalization, and Business-to-one dedicated services. Following this trend, one of most successful example is BeautyMix, founded by Nelly Pitt. Surfing on the DIY trend, this new device is the « Thermomix » of beauty. Everyone -even beginners - can easily formulate her/his own cosmetic products at home, with natural ingredients. From moisturizing cream to lipstick and shampoo, the whole range of products you need may be produced. Moreover, the robot is connected to an app that gathers all the recipes (developed by cosmetologists and previously lab tested), detailed for more precise and easy use of the robot. The app displays a personal diagnosis in order to personalize each product. Business-wise, the app proposes an e-shop in order tp buy ingredients, and saves all the preparations and other informations… In conclusion, data are collected and used to better know the user and her/his habits.
Beauty is craving for tech
We have been experiencing for the last years smart devices such as interactive mirrors. This new era of virtual or augmented reality is really interesting in re-thinking retail strategies. Because they are fun to use, and make imagination tangible through augmented reality, people easily adopt this kind of tools. They are precious in retail : they combine innovative technology, enable the customer to stay longer in the shop and most of all, they enable brands to collect personal data (in accordance with European regulation) and connect directly with prospects. Since personal details are collected, it makes nurturing possible. What is nurturing? It represents all the digital interactions a company may have (sms, email, newsletter, forms…) with prospects and customers, I order to build a real relationship with her/him.
Smart data are useful for analysis, especially when big data (massive amount of data) helps to create databases. Storing data is the first step, then analyse it and finally create algorithms that enable matching of skin profiles with specific skin care for example. Creating new products and services will become individually customized care and personal advice. Since 2003, Creative Biometric offers virtual cosmetic solutions for skin diagnosis and make up. Fuelled by data expertise, Cutitronics has become a multi-award-winning technology company. It develops a seamlessly blending technology for skincare. CutiTron™ technologies get to know consumers by carefully analysing their skin and environment. It even considers location and weather. As the relationship grows, so does the data. It continuously adapts and personalises consumer's experience. It is also a. digital beauty advisor that connects brands to its consumers. All of consumer's data is kept in one place, so tracking skin improvement progress and skin health levels are simple.The consumer-oriented design of the app offers tailored advice and instant feedback of skin analysis.
Data : a legal framework to build
We can see that digital dermatology is developing, thus enabling fast diagnosis. It is particularly necessary in emerging countries, where medical care does not cover all geographical areas. With this new kind of consultation, it is possible to detect melanoma from moles and naevus mapping. Medical applications, as it often happens, may lead to new applications for the beauty industry. Though the European Regulation about General Data Protection (EUGPDR) is building a reliable framework, data collection and management is a sensitive topic. As it is an issue to manage personal medical data file and its confidentiality, we should face the same questions about beauty personal data.
Data is the new valuable asset for companies, wether they are startups or multinational groups. As there is a Chief Data Officer (CDO) in these companies to manage data, we could imagine a new profile : the Customer Relationship Manager. She or he would be responsible for the one-to-one meaningful relationship a brand may build. Answering to users questions, working with the community manager, knowing all the scientific, technical and marketing information, representing the brand in front of customers or consumer associations or smartphone applications (Yuka, etc).
New technologies, new challenges : the future will be inspiring.
For more information on the impact of digital transformation on cosmetic brands, visit the Cosmetic 360 exhibition, 16-17 October 2019 in Paris.