Innovation: Fancy a 3D-printed face mask?
Your dressers could soon be filled with technologically advanced beauty products
We always knew that technology would overtake our lives, so it’s no surprise that it is ruling our dressers too. From AI to AR, data-collection to deep learning, virtual try-on apps to 3D-printed makeup choices, the future of beauty is here. The pandemic has seen a rise in people experimenting with their beauty routines and also actively learning how to implement new treatments, styles, and looks into the ‘new normal’, with the brands simply responding to the need of the hour. “High-tech beauty tools (laser, microcurrent technology, contouring, etc.), once found only in the dermatologist’s office, have become more accessible. With many influencers talking about how to use the devices and the benefits offered, we’re definitely changing the ways we treat our skin and body,” says Neelam Keswani, managing director and founder of Glamazle.com.
Tech makes it to the beauty lingo
“Artificial intelligence, augmented reality, data-collection, deep learning and hyper-personalisation are the emerging technologies within the beauty segment,” shares Ruban Shanmugarajah, CEO, Lifestyle, Landmark Group, UAE. “The focus in 2021 will be on facial workouts with microcurrent technology, for there is an increased awareness on the benefits it offers like tighter and brighter skin,” says Ryan Saddik, General Manager, FOREO, MENAT region. This year, Philips foresees a shift in technology that will be more user-friendly, time-efficient and health-conscious. “Beauty tech will need to ensure that people can receive their desired results at home without having to sacrifice things like their hair or skin’s quality to look good,” says Sibel Yildiz, personal health marketing director, Philips Middle East and Turkey. Samantha Wilson, co-founder, Skin Republic, agrees that customers are increasingly becoming environmentally conscious and seeking products that are biodegradable or zero waste. “This trend is set to gain momentum in 2021 with customer expecting this as a ‘given’ in the industry,” she says.
Is it a good idea?
Nour Nakarem, CEO, Lanour Beauty Lounge, feels it’s a personal choice and developers/brands have to respect that, because convenient technology for one person could be annoying for the other. Ruban opines that there are two key aspects, which are critical for adoption. “The first is relevance of the solutions to everyday customer issues. Keeping this in mind, skincare products where shades are of relevance (lipsticks) will see the biggest uptake. The second aspect is that these technology solutions need to be affordable for mass scale adoption.” Sibel Yildiz sums it up well when she says that our world has changed, and so have we.
Is there a gender divide on the dresser front?
At Lifestyle, the brand has noted that rather than gender, regional influences have been more pronounced in terms of technology adoption and penetration. “Asia has been at the forefront of adoption and we are seeing the trend also gaining traction in the western markets,” shares Ruban. Nour believes that men are typically more adventurous. “Nevertheless early adopters and influencers are the ones who lead any new wave.” Ryan adds that though it’s commonly known that men in general are more tech-oriented in all aspects and are rapidly following the trend in tech-oriented skincare products, majority of their customers are women. “When developing or upgrading products, we ensure it is user-friendly and caters to all the customers.”