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Beauty industry looks at personalization tech
February 4, 2018, 10:40 pm

Cosmetic companies are increasingly experimenting with technology to give customers a more personalized and trial-based experience through use of augmented reality, actual custom-made products, and gadgets. Basically, they are offering a more user-oriented experience with the promise of delivering more suitable product recommendations.

Many brands, including Benefit, Estée Lauder, Nyx, bareMinerals, and Sephora have launched virtual try-on apps. At this year’s annual CES tech exhibition in Las Vegas, there were a slew of gadgets and apps designed to help users gauge the condition of their faces and hair. HiMirror Plus could scan a face and tell if you had wrinkles; Neutrogena's SkinScanner could examine your face and say if you needed more moisturizer; while Henkel's Schwarzkopf Hair Analyzer could suggest if your hair needed a slather of conditioner.

However, most of the time, these gadgets were telling things that you already know about your face or hair. Where devices like these could come on their own is probably at a saloon where it could help profile and analyze a new customer’s cosmetic needs.  It could also help you decide what specific cosmetic product you needed to buy at the store without having to hunt around or research what issues a particular product addresses.

It is noteworthy that Henkel's Hair Analyzer and Customizer are targeted at hair styling saloons. If you are going to a new salon that does not know your hair coloring history or really anything about your hair, the analyzer and its companion app could make the consultation process more structured and data-driven. The scanner claims to help stylists determine your natural hair color and health through the use of near-infrared and visible light sensors. It relies on near-infrared spectroscopy to quantify cysteic acid, which can help determine how processed the hair is and your hair's moisture levels. The information gained from the app could also help companies create products customized to specific cosmetic needs of customers.

Personalized cosmetic gadgets and apps are unlikely to revolutionize how we use hair products or make-up any time soon, what they could do in the meantime is augment the current recommendation process. Many major cosmetic brands are betting on this and getting on the tech bandwagon to find ways to sell their products.




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