Karan Chechi
Personal care involves basic selfcare tasks of bathing, dressing, personal hygiene and grooming. The personal care business and advancing trends. One of the most prominent developments today, across all industries, is technological advancement.
Personal care companies have jumped recklessly into technological advancement. The industry is becoming increasingly technology driven by adopting artificial intelligence technology to 3D printing, augmented reality, compute vision etc. Personalisation is a critical area of development for personal care companies, as it taps into demand for products that can be personalised according to the specific needs of consumers.
The personal care industry has struggled to create a product line that caters to all skin tones and needs. To overcome this problem, many personal care brands are turning to artificial intelligence to offer a high level of personalisation. Some companies, for example, employ AI to scan a customer’s face and determine the perfect foundation colour match. Here are some instances of cutting-edge technology developments being pursued by Personal Care Company
Augmented Reality (AR)
Augmented reality technology, which covers virtual pictures of real life, is now being used by various personal care brands to improve the customer’s experience. Customers may view how much product is suitable for them without applying it to their face and body using augmented reality mirrors. Thus, e-commerce sales have increased dramatically in recent years with the advent of augmented reality technology in the ecommerce channel. Many buyers like to know more about it before purchasing it. Which was previously difficult with online transactions?
Artificial Intelligence
The application of artificial intelligence (AI) in the personal care industry will assist companies in developing unique customer centric products and boosting sales. Artificial intelligence can help understand customer preference better, helping boost sales and revenues for businesses. Customer feedback can be analysed using artificial intelligence systems. Customers’ comments, reviews and feedback are analysed using AI algorithms on websites, social media and other online platforms.
A person’s skin tone, facial structure and skin type all can be analysed using artificial intelligence. Additional information can be gathered by having people fill out a questionnaire regarding the type of facial treatment they want and the outcome they want. The algorithm analyses the data to provide a skincare routine that is in line with the individual’s goals while also considering their physical characteristics.
MAC, Estee Lauder, Clinique, Land Neutrogena are among the major beauty and personal care companies that use AI to customize user experiences and produce products that appeal to younger consumers. For instance, Olay introduces the Skin Advisors app, which is built on a deep-learning algorithm that analyses skin based on single selfie and current skincare preferences of customers and suggests a personalised skincare routine based on skin age and concerns.
Computer Vision
Ingredients in skincare products are a major concern for the customers. Thus, companies are using computer vision technology to deal with this. Computer vision is an area of artificial intelligence that train computers to read and understand the visual environment, track results, improve the algorithm and allow the brand to make necessary adjustments for example depending on skin hydration, oil content, UV damage, age and skin concern and goals, Atolla, a personalised skincare company, employs a specialised database and machine learning algorithm to connect combinations of ingredients to skin attributes. The company has developed a smartphone app based on computer vision technology.
Skin Scanner
With the advent of skin scanners, people can scan and analyse the skin in just a few minutes and obtain real-time information about anything from moisture levels to condition of skin pores. Neutrogena in collaboration with Fit-Skin, a technological start-up, has introduced the Skin360 app, which uses a skin scanner that can assess numerous aspects of skin including hydration, pores, fine lines and wrinkles.
The skin scanner enlarges the camera lens of phones, and then amplifies the magnification with eight high powered LED lights. It also contains a ‘moisture meter’ which is a ring around the lens that measures hydration levels beneath the skin’s surface.
The software then instructs to place the lens on various parts of the face, It collects data and high resolution photos which are subsequently sent from the scanner to the Neutrogena Skin360 smartphone app via Bluetooth.
Biotechnology
Consumers have become more concerned about environmental issues. Thus, many personal care companies have begun to use bio-technology to make personal care products sustainable. Companies can make products from renewable natural material using scientific techniques like hydrolysis. Glycerine, a harmless, natural chemical derived through hydrolysis, is used in over 15,000 cosmetics items.
Biotechnology is also being used by numerous businesses to make their packaging more environmentally friendly. Bioplastics break down in size months or less whereas petroleum-based plastics take decades to dissolve. These types of scientific breakthroughs aid the personal care business in becoming more sustainable and appealing to consumers.
Various companies like Fiore, Le Prunier, Altilis, Virtue, One Ocean Beauty, Orveda are already using biotechnology to produce their products. Similarly, L’Oreal signed a lease agreement with micreos , a bacteria-focused biotech company and collaborated with LanzaTech, biotech brand to develop plastic cosmetics bottles made from collected carbon, The Estee Lauder company has collaborated with Atropos Therapeutics, a biotech company to investigate lab-made ingredients.
NFC Technology
With the advent of NFC Technology in hair care segment, customers can select their desired hair colour and the technology will suggest the best choice for them. The company named Hankel Beauty Care launched Choicely, a mobile color consultation app that helps customers choose the right color by scanning a QR Code or using NFC chip. This NFC chip allow phones and other devises to share data with other NFC-equipped devices easily,
IOT Product
Although the internet of things (IOT) is still a relatively new technology for personal care industry, some big brands have started using internet of think. For example, L’Oreal has introduced ‘Smart’ internet –connected hairbrush. This device assesses the user’s hair health and routine while they brush and give customised recommendations.
The hairbrush has sensors that count strokes, assess where the hair is dry and wet, and analyse he brushing force. It also has a microphone that listens to the sound of combing hair to provide insights regarding manageability, fizziness, dryness, split ends and breakage.
The author is research director of TechSci. He can be reached at sales@ techsciresearch.com