by Han-Ru Xie
The sudden rampage of COVID-19 has greatly changed consumer behavior, which is particularly substantial for cosmetic industry, which depends heavily on sales in brick-and-mortar sales. Therefore, cosmetics companies have turned to technology, tapping into the latest AR and AI development. Now, consumers can experience virtual makeup try-on at home and purchase the products that suit them best via technology.
Technological revolution within the cosmetics industry
As early as 2018, L’Oréal, one of the French cosmetics companies, has seen the potential of technology application in the industry. In that spirit, Lancôme, a brand under L’Oréal has launched Le Teint Particulier, an AI measuring device that discovers foundation customized to your precise skin tone measurements using AI analysis.
A hand-held device is used to scan your skin to measure your exact foundation shade, like a scanner. The data from those scans is translated into a computer to select the color that suits you most among 20,000 color combinations. Next, the data is sent to the mixer, and your unique foundation is blended right before your eyes, saving the trouble of spending all day in the mall to try on every color.
Taiwan companies setting foot in a blue ocean in cosmetics
Perfect, a cosmetics brand invested by CyberLink, now launches 4 makeup try-on applications. Consumer can try on products anytime, anywhere, simply by turning on their phone camera to capture their face. With such AR technology, you can try products by well-known brands such as Estee Lauder and Shiseido. After trying, consumers can place an order right away for any product that they lay their eyes on. According to statistics, makeup try-on has been used for over 10 billion times over a year. In addition, the application also provides extra services that include skin testing and consultation.
What’s more, Speed 3D Technology, founded by Marvin Chiu, the former general manager of Trend Micro Taiwan, focuses on the development of various AR camera filters that add to the brand marketing with much more fun via AR Technology. In the future, it is a goal to expand the try-on technology in products that cannot be tried on before purchase, such as cosmetics without sampling for hygiene reasons or contact lenses. In this way, consumers can easily understand how it goes in using the products and avoid buying those that do not suit them.
Today, with the conveniences brought by technology, consumers in the future can use AR, AI, or other technologies to find products that meet their needs without leaving their home, giving them more options for shopping.