How the hottest technology will rebuild the beauty

  • Detail

How will technology "reinvent" the beauty industry

release date: Source: 36 krypton

when it comes to the beauty industry, few people associate it with the traditional high-tech industry. But behind the beauty industry, it is true that it continues to collide and integrate with high technology. With the continuous deepening and application of high and new technologies such as big data and AI, the relationship between the two has also gradually become prominent

not long ago, L'Oreal held a cloud conference and announced the official launch of China's first "Big Bang beauty Technology Creation Camp". It is understood that this "Creation Camp" takes the form of a start-up challenge, and "cloud invites" National Science and technology start-ups to participate in jointly exploring and incubating revolutionary beauty technology solutions. This is the first cross-border collision between the domestic beauty ecosystem and the science and technology ecosystem, but can beauty giants really play well in the field of science and technology? Why does the high-tech circle attach importance to the beauty industry

first, it's not beauty makeup adding "technology factor", but returning to the "truth of technology"

the direction in which technology grows depends on demand; How much room for growth depends on the market

for a long time, the consumer industry has been a necessity of people's life, and beauty makeup is one of the industries with the highest innovation vitality and the most stable demand in the consumer industry. In recent years, China's beauty industry has developed rapidly, and the market scale has been expanding. International famous brands that entered China in the early years and local brands that have been rising in recent years have shared the dividends of the overall rapid development of the industry to a certain extent

as consumers become more mature, their preferences on product uses, ingredients and brand positioning are also more subdivided. The concepts of hydrating, moisturizing, whitening, protection, anti-aging, firming, makeup feeling and so on will be more and more recognized by consumers, and the segmented products including eyes, lips, cheeks and neck will also be closer to the needs of consumers. At the same time, the transformation of consumer core groups, the rise of generation Z consumption power, the awakening of men's skin care awareness, and healthy life as a consumer consensus have all injected new strength into the domestic beauty industry market and promoted the development and improvement of the industrial chain

according to the latest retail data released by the National Bureau of statistics, the total retail sales of social consumer goods in the first quarter of 2019 was 9779 billion, an increase of 8.3% year-on-year. Judging from the retail sales of cosmetics, the national retail sales of cosmetics in the first quarter of 2019 was 75.3 billion, an increase of 10.9% over the same period last year. It can be said that at present, the development space of domestic beauty market is very broad. Both the choice of consumers and the new opportunities brought by consumption upgrading have contributed to the expansion of China's beauty market

in addition, the continuous upgrading of beauty consumption will not only affect the beauty industry. When the consumer demand of users is infinite, personalized, rapidly changing, and the market is highly active, there will be more and more emerging industries associated with it. We should know that the vast majority of consumers are not beauty experts. They need to quickly and more understand their own skin conditions and product information in order to choose their own products, and they should wait for it. Therefore, the future beauty industry will not only provide a single beauty product, but also provide an overall solution of product + service + experience. For example, AI skin care programs help consumers analyze skin needs and formulate skin management plans; Beauty brands regulate the balance of skin micro ecology through biotechnology to improve the efficacy of skin care products; Technology enterprises develop handheld beauty devices with electromagnetic pulses to help skin care products better penetrate the skin, etc

the beauty industry continues to move towards technology, digitalization and convenience, which can drive the development of new technologies in the surrounding areas, such as biotechnology, agricultural technology, entertainment technology, and Guanglian industry. In recent years, the beauty market share of major international brands is rising sharply, and the domestic beauty market is gradually high-end. It can be seen that using scientific and technological means and ideas to help people with professional skin care, health and beauty, and beauty personality will be the core trend of the beauty industry in the future

moreover, in a sense, beauty personal care itself is developed based on scientific practice, but in the era of underdeveloped science and technology, it is more like "experience". Now, after thousands of years of development, mature technical means have not only solved many "skin care mysteries", but also greatly helped more people, especially those who do not know much about beauty and personal care, how to conveniently apply makeup and healthy skin care. Therefore, to be more precise, it should not be the beauty industry to join the "technology factor", but the beauty industry to return to the "technology truth"

it can be predicted that the beauty industry will bring broad market space and application scenarios for innovative technology, and the deep integration of technology start-ups and beauty will "explode" unlimited potential for their own development, the development of the beauty industry, and the lives of consumers

although we know that innovative technology has great potential in the beauty market, how to integrate these two elements with different styles and open up a path of sustainable development is still very challenging for beauty enterprises

since last year, cosmetics KOL live broadcast has become increasingly popular. Whether it's Li Jiaqi, the "lipstick brother", Weiya, the "80000 product links", or tens of thousands of beauty KOLs behind them, they are greatly guiding consumers' purchase orientation. Interestingly, beauty technology and beauty KOL seem to have little relevance, but in essence, they all help consumers judge whether the product is suitable for them by explaining the product in detail and "trying it out" in advance. However, beauty KOL is a live trial of the anchor, while the increasingly popular virtual color testing application is to let consumers match independently through AR, AI and other technical means

in depth, through the senior scientific research team, with the help of big data, AR and other high-tech institutions, the analysis results are to a large extent more professional and valuable reference data than many cosmetics KOL trials, but at present, the impact of cosmetics technology on consumer decision-making is not as strong as cosmetics KOL. This has to make beauty enterprises think deeply about whether they need to think more about transformation strategy, user connection and technology depth in addition to improving the scientific and technological attributes of products on the road of beauty technology transformation

second, beauty technology needs to change from large-scale basic chemical industry to the medium and high-end of the chemical industry. It also needs to have a global vision

imagine that if an enterprise defines itself as a "beauty enterprise", its entire corporate image and products, beauty attributes will be greater than scientific and technological attributes; However, if you define yourself as a "beauty technology enterprise", then the two attributes should be "equal". For example, although Xiaomi originated from the Internet, its brand positioning has always been an innovative technology enterprise, not a brand

therefore, in order to improve the scientific and technological content of products, we must first improve the scientific and technological content of enterprises, that is, to achieve a 360 degree comprehensive transformation in research and development, marketing, operation, management and other fields

on January 5, 2020, at CES in Las Vegas, L'Oreal first demonstrated a new beauty technology device called perso. This AI support home system developed by L'Oreal technology incubator can complete the on-site formulation of skin care products and cosmetics products through a simple four step process, and can become more intelligent with the passage of time and the increase of use times. In a real sense, it realizes the direct delivery of personalized technology to consumers

before perso, L'Oreal also launched the first portable skin environment detector without battery, "small needle probe", Lancome's new generation of small black bottle, customized liquid foundation and customized essence formula, which play a role in improving skin micro ecology, and other high-tech and even cross-border innovative products

in addition, L'Oreal also organized a C2B "zero face cream" activity with consumers. In order to explore the reverse channel innovation of consumers, this activity adopts the innovative mode of user demand led and technology assisted output. It took 59 days, 1000 consumers participated, and more than 100000 pieces were sold on the day of the launch of the co created products

at present, L'Oreal China has set up "3S" and "3D" directions in front of product research and development. "3S" refers to green science, material science and life science, "3D" refers to digital, device and diagnosis

it is easy to understand that science and technology enables research and development. How should science and technology enable production, operation and management

in recent years, L'Oreal has upgraded its pillar departments such as information technology, operations, finance and human resources to strategic departments and embarked on technological and digital transformation. For each business field, develop and apply the most suitable new solutions, including 3D printing, artificial intelligence, collaborative robots, virtual reality, IOT, etc

for example, L'Oreal applies software robots to financial reconciliation and store operation, and completes a lot of repetitive work 24 hours a day, 7 days a day; Use artificial intelligence technology to assist the retail team in store location; Reduce inventory and shorten the overall supply chain time by 30%; We have developed a new production line and implemented a new method combined with the IOT platform, which can switch from the production of one product to another in a few minutes. At present, five factories are already using this combined production line technology, and another 20 new production lines will be installed and used in factories around the world

in the most intuitive consumer experience scene of scientific and technological attribute display, L'Oreal naturally made less effort than the industry "1035" development plan proposal formulated by China Polyurethane Industry Association. Maybelline 360 degree AI intelligent 1 system Zui large static test force: 500 kn; Color selection, Paris L'Oreal salon's exclusive "virtual hair coloring test", Paris card poem "multifunctional intelligent detection application of scalp hair quality"...... For girls who love beauty, the advent of these intelligent technology products not only enriches their shopping experience, but also greatly simplifies the links from selection, makeup test to purchase, and solves the problem of choosing makeup to a great extent

in addition to the digital upgrading in the external business chain, L'Oreal has also adopted a new internal working method to release the speed and efficiency of innovation

L'Oreal has previously established a global multipolar organization, namely 3 global centers in France + 6 regional hubs (China, Japan, India, South Africa, Brazil, the United States) + 21 R & D centers. Mobile office and digital applications are widely used within the company. In this epidemic, L'Oreal's internal IT system supports the remote office of nearly 3400 users every day, including sending and receiving emails, accessing the company's internal resources, video and audio conferences. The evolution of the working mode of the IT team is rapid iteration and continuous delivery. All it services have not been affected by this special situation. In addition, online and offline retail, virtual makeup testing, software robots, chat robots, retail location with AI participation and other terminal sales data are stored in L'Oreal China Hybrid cloud. This platform can support more than 2200 servers, 1800t data volume, and more than 400 application systems, stations and applets running on it

Wu Sheng, founder of scene lab, said, "L'Oreal's beauty technology transformation, which runs through the entire value chain inside and outside, just represents a 'scientific brand' driven by data science, process science and value science."

Copyright © 2011 JIN SHI