In 2020, tech is evolving. Now going hand in hand with wellness, innovations in the beauty category are propelled by technology. Data-driven tools, sex-tech, disruptive apps, IoT , AR, AI... From new devices presented at tech conferences to in-store intelligent tools, the tech revolution is changing the skin game. Dive in the new territories of Radical Reinvention.

Female Wellness on the rise

During the last Las Vegas CES conference, the best of innovations were introduced to tech-lovers. What was even more surprising was how tech had deeply been infused with wellness. Sex-tech only is a booming market, worth $32 billion in 2019 according to a recent study by the market research firm Technavio. During the CES, smart-vibrator company Lioness was a finalist for CES’ Last Gadget Standing award, thanks to its groundbreaking tools. Lioness’s smart vibrators use data to improve orgasms by tracking tension, temperature and pressure and syncing it to an app. Moreover, sexual wellness is increasingly associated with self-care, and even, with skin glow! Just like the effect of CBD, endorphins (Nature’s happiness) are expected to boost inner glow.

NASA-LIKE HOME THERAPIES

Data-driven approach of Beauty have also upgraded both Beauty services and products, as consumers can now self-measure their own face and body through connected objects. Innovative at-home options are rolling out at a rapid rate, like the new Genius Mask by Talika, based on NASA research, the first multifunction mask combining light therapy and electrostimulation, with a various choice of beauty care programmes (lifting, firming, toning etc.)

Neutrogena Skin360TM and SkinScanner (Powered by FitSkin) is going further with a tool that directly empowers the Beauty user thanks to deep learning. This recent model is an upgrade of the model presented at the CES2019 and is able to analyze more than 100,000 skin pixels and deciphers the composition of skin with over 2,000 facial attributes. The app, now available on AppStore and Google Play helps track skin's progress everyday. The more the merrier: the more skin-data the tool will get, the more the app will be fueled, and be able to formulate made-to-measure recommendations.

Deep learning can also be adapted to smart and hyper-customized makeup. P&G Opte Precision System presented at the CES2020 (upgraded version) is a portable inkjet to achieve flawless complexion. The Opte wand scans the skin with an enhanced digital camera that captures 200 frames per second and instantly analyzes each image using a proprietary algorithm to detect tonal imperfections, not visible to the human eye. Than the custom thermal inkjet printer deposites picolitre droplets of Spot Optimizing Serum on target areas until there is a perfect color match with the surrounding skin tone.

MORPHING BEAUTY SERVICES

Paradoxically, digital technologies have made in-store experience more and more important. Especially for Gen Zers who thrives on pop-ups and new spaces. Retailer are now using Augmented Reality to enhance this experience, with AR mirror and 3D tools dedicated to beauty lovers.

In the area of beauty services, we are witnessing the arrival of Light Salon services, home of LED technologies. At Harvey Nichols London or in several Nordstrom in the U.S., the Light Salon uses LED technologies and promises a “non-invasive, pain-free solution for the prevention and repair of ageing or damaged skin”. The company launched an at-home LED Mask Boost, made of soft silicone, to provide the necessary dose of light therapy at home (also proposed for the decolletage). At the Nordstrom beauty service area, the Light Salon space carry a special edition of the Nuori skincare line, so that tech can be complimented by a clean beauty regimen.

“Technology is infusing the skincare and wellness category. New efficient alternatives are now servicing an ever more savvy consumer. Brands need to rethink their innovation process in the light of these new tools, from product innovation, to services and in-store experience. Consumer-centric technologies will certainly change the landscape of beauty during this new decade” comments Leila Rochet, Founder of Cosmetics Inspiration & Creation.

Learn more on how skin meets technology in the latest trend report Radical Reinvention - Skincare Edition, created by the Cosmetics Inspiration & Creation agency. If you wish to know more about this trend or the full report, feel free to contact the agency.