Source: DeathtotheStock: Photography by Nick Fancher

The pandemic propelled the dynamic digitalisation of our lives; we invited new technologies and scientific solutions into our homes (and bodies) as we sought new approaches and answers to rapidly emerging challenges. In the interim years we have seen the propulsion of Artificial Intelligence further expand our expectations and experience of the world, its capabilities presenting enticing opportunities for brands to develop truly amazing new products and services.

As consumers recognise that science and technology hold the keys to the quest for heightened efficacy, performance, and pleasure, investment in science-led beauty brands is exceeding that in nature-led brands by 2.5x.(1) Within this context, Cosmetics IC developed the strategic perspective of Higher Futures—a call for brands to lead with technology, leverage consumer trust in science, and address the demand for STEM-based beauty solutions while solving humanity’s major challenges.

At a special conference for MakeUp in Paris 2024, Cosmetics IC invited attendees to discover the transformative impact of a science-centric approach to beauty. Read on for an extract of our presentation, where we highlighted three strategic territories for investigation: Augmented Science, Amplified Reality and Post-natural Future, representing the opportunities that await those brands open to leading with science.

Augmented Science: Next-level efficiency

Traditional categories are being redefined by heightened expectations for performance and perfection, influenced by the ubiquity of derma procedures and the growing emphasis on well-being. This compels brands to investigate hyper-personalised solutions and at-home experiences, leaning into the latest technologies to biohack the body, boost longevity, and elevate the daily beauty ritual. AI-powered devices, smart materials and precision-personalized formulas will blur the lines between clinical and convenience.

STEM-symbiotic solutions are infiltrating all categories as society awakens to the transformative potential of new technologies. At New York Fashion Week, designer Christian Cowan collaborated with Adobe to produce an electronically activated dress meticulously crafted from hundreds of laser-cut polymer liquid crystals. The dress becomes a “dynamic canvas,” intuitively shifting in color and tone several times a second.
At VivaTech 2024, L'Oréal unveiled Cutaneous Technology, a revolutionary bioprinting process that recreates human skin in its full complexity. This breakthrough allows for inclusive and realistic testing across all skin types, paving the way for personalized beauty products and potentially accelerating advancements in dermatological research and burn treatment.

Amplified Reality: Interversal senses

Defying physical boundaries, human-tech symbiosis is creating "intraversal" realities - universal experiences that bridge the digital and physical worlds. This union opens up new possibilities, evoking joy through immersive encounters and the integration of phygital realms. These advancements not only enhance our capacity for interconnectedness but also introduce novel sensations. A new dimension of sensory experience, characterised by tactile hedonism, is emerging, enriching our perception and engagement with the world. This level of intense immersion is being adapted into the retail experience as brands re-imagine physical stores as sensory playgrounds primed for consumer engagement.

Across all categories and industries, technology is being used as a conduit to amplify sensation. At Milan Design Week 2024, Samsung Design's "Newfound Equilibrium" exhibition took visitors on a multi-sensory journey through five spaces, each exploring a different aspect of a harmonious future where technology seamlessly blends with humanity. The exhibit showcased the promise and potential of technology in enriching our lives.
At VivaTech 2024, Guerlain pushed the boundaries of fragrance with an olfactory VR experience. Visitors donned a custom headset and entered a world where iconic Guerlain scents were paired with AI-generated landscapes and the perfumer's creative whispers, showcasing the growing interplay of technology and emotion in art and design.

Post-natural Future: Deep engagement

In the future, a new intelligence will emerge to respond to the need to create sustainable models that prioritize both survival and empathy for our planet and nature. In this context, technology must be used with intention and functionality, focusing on delivering outcomes that benefit people and the environment. This vision of the future will require combining efficiency, aesthetics, and pleasure while keeping sustainability a central mission. Brands should be encouraged by growing consumer support for synthetics - 20% of U.S. consumers recognize lab-grown, natural-identical ingredients as effective and safe (22%). (2)

Forward-thinking solutions are redefining how we source, create, and utilise resources across different sectors. As one of the major polluters of drinking water across the globe, the textile industry is leading the way in eco-friendly innovation. UK brand Normal Phenomena of Life is pioneering “grown-to-order” lifestyle products, combining the expertise of a design research laboratory and a biotechnology company. The first launch includes clothing dyed with bacteria, prints made with algae ink and objects made with bio-concrete designed by microbes.
Equally in the world of beauty, science and technology are allowing for the development of sustainable, vegan solutions that offer an alternative to chemicals. Always leading with innovation, The Unseen Beauty has developed The ABSORPTION collection featuring Algae Black™, the world's first non-toxic and sustainable black pigment for beauty products.

The COSMETICS IC Take

Brands must embrace radical innovation that delivers effectiveness, sensorial pleasure and sustainability.
Imagine modular textures and fragrances adapting to climate or thermal conditions alongside multi-level experiences that engage touch, smell, and sight.
The fusion of technology with the body is taken to extremes by billionaire biohackers, but despite the sci-fi ramifications, “longevity” has quickly become a mainstream pursuit. This should inspire brands to develop new products, treatments, and rituals that promote hyper-health.
Inspiration from the advancements in sustainable sourcing and production within the fashion and textile industries can provide valuable insights for the beauty sector's journey towards a more responsible future.

Dive Deeper

Further insight and inspiration on the rise of science and technology in beauty is available in the agency’s latest trend reports: Beauty Protopia: Skincare Inspiration from the US . Contact the team today for more information!