Society stalwart Tan Min-Li graces events in the latest runway collection, appearing ever radiant in flawless make-up. The lawyer- whose beauty favourites include Clé de Peau, SK-II and FaceGym - says that about 80 per cent of her beauty and clothing purchases have been online over the past decade.
As more shopping is done virtually, brands are placing more importance on creating a smooth buying experience for this growing group of customers. Specifically, the beauty industry is equally enthralled by the possibilities of enhancing experiences through intelligent solutions.
It begins by understanding consumers at an individual level. Estée Lauder, for instance, offers in-depth skin diagnostic tools on its website, assessing various lifestyle and environmental factors to curate personalised product recommendations tailored to the individual's skin requirements. Brands like Lancôme take analysis to a deeper level with the development of an innovative machine known as the Skin Screen. This machine utilises multi-angle photography and micro-scanning for precision mapping of skin health, customising routines to meet individual needs.
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