Posted on : 2022-07-31 21:47:47
Article : Good morning, Monday Management Solution for TASK 201- Leading Global Beauty brand manufacturers have adapted technology as the base and launched devices that are more useful to the consumers.
This is an interesting case study which would help many industry brand players to adopt to tech and bring devices, these devices are not necessarily limited to beauty sector but can be useful many other products sectors and SMEs. Read this solution part along with TASK -201 part then you can find guidance to markets need and competition which is stretching big market place for the players.
Global big beauty brands have adapted tech to a higher level in bringing the devices that are more useful to the consumer. In recent years, L’Oreal has developed wearable sensors to track sun damage and skin pH levels. L’Oreal-owned Clarisonic is also trying to position itself as a high-tech, science-driven brand. Other major players like P&G, Johnson & Johnson, and Shiseido have unveiled their own tech-enabled systems.
For example, Shiseido’s Optune, an IoT-powered skincare system launched earlier 2019, integrates a mobile app that leverages AI to detect users’ skin conditions and then dispenses a personalized formula each day. Optune is capable of delivering 80,000 possible combinations.
Meanwhile, Johnson & Johnson has developed a host of personalized skincare systems, ranging from skin scanning devices such as the Neutrogena Skin360 to 3D-printed face masks through its Neutrogena MaskiD technology.
Most of these devices’ direct customers to the parent brand’s products. Smart beauty devices that provide brand-agnostic product recommendations could more broadly appeal to consumers in the future. Swedish beauty and personal care device brand Foreo were reportedly contemplating a $1B sale earlier this year, according to Bloomberg. The company launched its first AI-enabled device, the Luna Fofo, in 2018. The device integrates machine learning and sensors to monitor skin hydration levels, and leverages the data to customize users’ cleansing routines over time. Given that these devices could add extra steps to users’ personal care routines, companies may struggle to ensure consistency of use, with skincare-obsessive consumers more likely to integrate devices into their regimens than more casual users.
After seeing the success of independent players — such as vertically integrated incubator Seed Beauty, which is behind ColourPop, Kylie Cosmetics, and more big beauty corporates have followed suit with their own incubation initiatives. Revlon’s Flesh, L’Oreal’s Seed Phytonutrients, and Unilever’s Skinsei are just a few examples of internally incubated brands. Markets can expect many more user-friendly devices in the cosmetic sector.
End Point-While beauty is a hot category right now, consumer hardware is a notoriously tough space, often due to a lack of consumer demand, high burn rate, product strategy errors, and more. However, companies should also keep asking whether there’s a real consumer need for that system and whether it could be perpetuating unrealistic beauty ideals.
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