The New Beauty Experience

In a nutshell? Personalised, perceptive and pragmatic. Seamless virtual experiences in real time are now the name of the game, and we owe it all to good ol’ technology.

- Clara Siew

Everything moves fast in the world of beauty. It’s constantly changing, evolving, improving. As busy consumers on the go, we appreciate being able to virtually sample the latest products with the quick tap of a button without having to contend with a crowd. We crave individualisation and unique experiences that are tailor-made just for us. And why shouldn’t we? We are all wonderfully different, and the one-size-fitsall approach just won’t cut it anymore.

A DOSE OF REALITY

With the aid of Augmented Reality (AR), Artificial Intelligence (AI), 3D scanning and live streaming technology, brands are now unearthing novel innovations that aim to enrich the overall customer experience. At the third edition of Viva Technology Paris earlier this year, cosmetics conglomerate L’Oréal unveiled how digital technologies will play a part in shaping the future face of beauty. By integrating AR technology from ModiFace (an AR beauty firm whose patented technology is responsible for custom AR beauty apps like Sephora’s that help users visualise different looks on themselves) into various products, devices and services, customers will be able to have exclusive live one-to-one consultations and tutorials with a makeup advisor. They will also be able to try on customised makeup looks instantly before making their purchases online. Having recently acquired ModiFace, L’Oréal is now the proud owner of the firm’s patents, which no doubt gives them a leading advantage over competitors seeking to dip their toes into the waters of AR beauty.

FROM BATH TO BOUTIQUE