Tech-enhanced beauty: AI-powered handicap gadgets, “tap to pay” systems and metaverse experiences

(Image credit: L’Oréal)

20 Jun 2023 --- Transformational shifts are taking place in the digital beauty space, with new launches merging AI-powered software with handheld devices for more effective at-home makeup applications and try-on experiences. Next to this, brands are increasingly exploring the metaverse as a launchpad for consumer engagement and product promotion.

Personal Care Insights takes a look at some of these latest advancements from L’Oréal, LVMH and Essence Makeup.

Handheld devices fused with AI digital services
At the recent start-up tech summit Viva Technology Paris, L’Oréal unveiled a host of beauty tech innovations that merge AI software with handheld devices. Many of the solutions include data-powered diagnostic devices for “inclusive, personalized and virtual beauty,” designed to help consumers become better-informed with access to products and services for their specific needs.

Shu Uemura released the 3D shu:brow gadget that allows users to try on custom 3D eyebrows at home by printing selected eyebrows directly on the face (Image credit: Shu Uemura).Among the featured platforms was Hapta from Lancôme, a device designed to enable people with physical limitations to apply makeup. It helps anyone with limited wrist mobility who may find it difficult to get a comfortable angle when applying lipstick or mascara, as well as those experiencing tremors and a lack of sensation in the hands.

Diagnostic and coaching tools were also in the spotlight, such as La Roche-Posay Spotscan, a skin diagnosis app for blemish-prone skin; Meta Profiler by Giorgio Armani, a ten-minute diagnostic consultation that analyzes the consumer’s skin in high-precision for a tailor-made skin care regimen; and Kérastase’s K-Scan, a handheld camera for analyzing hair health.

Other personalized beauty tech solutions at the show included 3D shu:brow by Shu Uemura, designed for a professional eyebrow look at home. The gadget allows users to try on custom 3D eyebrows at home by printing selected eyebrows directly on the face. Users can adjust these to achieve the desired shape, thickness and effect.

L’Oréal Paris showcased Colorsonic, a device designed to make hair coloring easier by automatically mixing and depositing formula right at the root delivering long-lasting salon-like hair color at home. It also featured the Maybelline Beauty App virtual try-on makeover tool, alongside Water Saver from L’Oréal Professionnel, which is a showerhead based on patented water fragmentation technology that creates micro-drops at increased speed to save water.

“Through beauty tech, we connect with billions of consumers around the world. This allows us to understand their unique and evolving needs and augment people’s infinite diversity with an unrivaled degree of precision and personalization, in the real and the virtual world,” comments Asmita Dubey, chief digital and marketing officer, L’Oréal Groupe.

L’Oréal Paris released Colorsonic, a device designed to make hair coloring easier by automatically mixing and depositing formula right at the root delivering long-lasting salon-like hair color at home (Image credit: L’Oréal).“Tap to Pay” retail debut
LVMH has introduced its new “Tap to Pay” retail concept for iPhone users shopping at its US outlets, designed for an enhanced in-store experience. The platform provides an easy, secure and private way to accept in-person contactless payments at LVMH stores using iPhone, without any additional hardware needed.

With Tap to Pay on iPhone, the LVMH Group client advisors can accept Apple Pay, contactless credit and debit cards, and other digital wallets anywhere in the store simply by using their iPhone and a partner-enabled iOS app.

Tap to Pay on iPhone will be available in the LVMH Group Houses in the US later this year, starting with Sephora, Christian Dior Couture, Celine, Tiffany & Co. and Louis Vuitton.

“The introduction of Tap to Pay on iPhone in LVMH US stores will contribute to offering our customers a purchase experience that is fluid, transparent and protected. This solution also reflects the growing demand among our customers for contactless payment and digital wallet transactions,” says Franck Le Moal, LVMH Group IT director.

Pride month in the metaverse
Building on the momentum of an increasing number of beauty brands conducting campaigns in digital spaces within the metaverse, Essence Makeup announced its Roblox debut with its first game, “Color dare by essence” – a “dream-like world where kindness is an essential tool to save the world.”

Essence Makeup announced its Roblox debut with its first game, “Color dare by essence” (Image credit: Essence Makeup and Roblox).The Cosnova-owned brand’s entrance into Roblox follows a successful Twitch cosplay contest held in partnership with creator Emiru.

Players create a colorful, diverse world using individualized avatars with the help of the main character “Lash Princess.” Together, the users and Lash Princess work to fight off the looming storm of gray darkness, which is intended to symbolize the negative aspects of our world today, such as bullying and violence. The Lash Princess stands alongside users, rallying them with a powerful mission: “Let’s make the world colorful and peaceful again.”

The campaign ties into the brand’s initiative to shed light on social issues in an engaging, playful way. Launched in alignment with Pride Month, the game extends the opportunity for players to donate to two selected charities and the LGBTQIA+ agency The Mixx, if they defeat the gray storm.

“Diversity, kindness and self-expression were our main drivers when creating the game, as all are values integral to the essence brand,” says Thorsten Mühl, chief digital marketing and experience officer at Cosnova.

“The gaming landscape has become an integral part of Essence’s digital presence, and the foray into Roblox represents a strategic move to enhance the brand’s reach and connect with a diverse audience while raising awareness of important social issues.”

Last September, Revieve released a complete metaverse playbook for beauty brands to take full advantage of virtual spaces, outlining the future of the metaverse and giving advice on how personal care companies might better navigate it.

By Benjamin Ferrer

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