LUX Health Beauty & Wellness Awards 2019

www.lux-review.com Page 31 LUX Health, Beauty & Wellness Awards 2019 “We’ve seen a monumental jump in the number of people seeking makeup artists and hair stylists to go to their workplace. These clients are talented, smart and going places in their careers – and they want to look their best for daytime meetings, power lunches and after-work events. They know the value of looking and feeling their best. They understand that makeup can be their best friend, making them look polished, put- together and professional, but also if they get it wrong, it can create the opposite of the desired effect!” Nawal Alkhedairy, Beyou director and Co-founder, also observes the shift and what it means for clients and the industry as a whole. “The app connects make-up artists and hairstylists with people needing their services at a time that suits their often-hectic schedules. Booking a make-up artist and/ or hair stylist with all their expertise, tips, tricks and materials to come to the workplace proves to be a real time-saver. They’re there for you, and you only. There’s no traffic or parking problems and no delays in salons that you need to take into account.” One of the more common uses for technology in the makeup market is for technologies that allow clients to try on makeup virtually and select their preferred shade without trying it on first. For example, VOIR Inc recently announced the launch of collaboration with Guerlain. VOIR’s technology now allows to try-on Guerlain makeup products instantly using augmented reality. Customers are now able to try-on tens of makeup products in just a couple of minutes. Through the launch of this new service, Guerlain, one of the world’s legendary beauty brands became at the forefront of new digital beauty age. VOIR’s solution provides unique true-to-life try-on experience driven by proprietary technology of digitization that processes physical makeup products through scanning, precise calibration and produces digitized products that can be used in augmented reality. With unparalleled precision of proprietary 3D rendering, customers can try-on digitized products with results mirroring that of real in-store try-on. Dmitry Koltsov, CEO of VOIR Inc commented on the launch: “We are very excited about the collaboration with Guerlain. Together we are reinventing the digital beauty world and staying ahead of fast-moving beauty trends.” Makeup is a deeply personal industry shaped by fashion, trends and common health and skin traits. However, in recent years the industry has blossomed thanks to YouTube creating a range of ‘influencers’- people who are paid by brands to review or promote their products in video tutorials or through social media posts. However, there is more to the technological reshaping of the cosmetics industry than just influencers. Recently a host of new apps and solutions have appeared designed to bring the market into the 21st century and keep it in line with the latest technological developments, ensuring that cosmetic consumers receive the cutting-edge service they expect. Among the recent innovations entering the market is Beyou, the UK’s leading nationwide app that allows clients to book make-up artists and hair stylists wherever they are. Such a solution might seem ideal for casual clients, but recently the firm has seen a rise in bookings to workplaces, which have jumped more than 100 per cent over the last 12 months as high-flying businesswomen seek expert beauty support to make them look great in meetings and office events. Beyou CEO and Co-founder, Charlotte Green, commented on the rise of booking to workplaces. Technology is constantly forcing change within a range of markets, and one of the latest industries to be affected is makeup, with a rise in new apps, software options and digital programmes offering revolutionary new options for consumers. Staff Writer Hannah Stevenson discusses how, despite the very personal, human nature of the makeup market, there is still room for technological innovation. Makeup Goes Digital: How Technology is Shaping the Cosmetics Market Jean-Denis Mariani, CDO of Guerlain, gave deeper insight into the solution and its importance in today’s makeup market. “Consumers don’t just want to buy something, they want a great customer experience that complements the product; And when it comes to make-up products, we know that it could be difficult for some of them to buy it without testing it. As a result, we worked closely with our partner VOIR to develop a customized virtual try-on tool, allowing our consumers to test in-store many shades of our make-up products notably our star products like Rouge G lipsticks, L’Essentiel foundation or the legendary Terracotta, before buying it. Create seamless experiences, removing all friction points during the whole consumer journey is one of our top priorities.” Natalia Vodianova, muse of Guerlain, added her comments on how the solution is revolutionising the market and making life easier for consumers. “Nothing helps a woman choosing the perfect lipstick better than trying it on. With Rouge G, Guerlain makes you try all the wide selection of beautiful shades not only physically, but also virtually on iPads in stores and even on your smartphone with VOIR app for the very first time. An innovative and contemporary touch from a great master of make-up tradition.” Such solutions are particularly important in today’s beauty market, with many companies finding that, as in many markets, clients prefer to purchase their beauty products online. Recently one of the largest players in the global makeup market, the Estée Lauder Companies, reported that whilst it has enjoyed phenomenal growth over recent years thanks to its innovative product launches, it is still seeing continued softness of brick and mortar retail in the United States and United Kingdom, which is impacting overall prestige beauty growth, especially in the makeup category. To combat this the Estée Lauder Companies plans to invest further in the U.S. in the fourth quarter of fiscal 2019 to improve growth. Such action may help in the short term, but in long term the solution has to revolve around integrating technology into every strategy to ensure any makeup brand has continued success. Looking ahead, many more cosmetics brands will be integrating technology into the strategy in new and innovative ways to ensure that they remain relevant in this constantly evolving market.