Beauty Store Business

MAY 2019

Beauty Store Business provides solutions for better retailing! New products, industry news, savvy business moves and important trends affecting both brick-and-mortar and online retailers are included in each issue.

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36 May 2019 | beautystorebusiness.com cosmetics by providing a fun, easy-to-use, mobile solution that instantly solves past consumer pain points, while also providing brands and retailers with an interactive new medium to capture customers and sales." Chang explains that AR solutions also eliminate what consumers can view as unhygienic, messy beauty counter visits and simultaneously provides an immersive, personalized customer journey–"one that's resulted in nearly 10 percent increase in basket size," she adds. Perfect Corp.'s AR solutions are used by a number of retailers to enhance their customers' beauty experience, including both Target Beauty Studio and Estée Lauder beauty counters, which use YouCam kiosks for in-store virtual try-ons. As for the future, Perfect Corp. envisions a beauty experience in which AI and facial recognition technology will be so advanced that it will be able to identify similar products that consumers can shop through one-tap purchase to bring the look to life at home, says Chang. "Perfect Corp. plans to move with this trend and bring on-demand virtual reality beauty consultations to mainstream and be a common beauty shopping practice that shoppers look to anywhere, anytime." Neutrogena MaskiD Personalization in skin care has evolved from a trend to one of the most important differentiators for a brand. "We have data that shows 6 in 10 women are looking for personalized beauty products to meet their skin's unique needs," says Karen Brown, Neutrogena's senior marketing manager, who notes that parent company Johnson & Johnson prioritizes customization when formulating new products. In early 2018, Neutrogena launched the Skin360 app and paired it with a high-tech skin scanner by FitSkin that attaches to a camera phone. The scanner utilizes a 30x zoom lens to magnify, measure and analyze one's pores and fine lines, showing consumers what's beneath the skin's surface and providing feedback about their specific needs through the app. Brown says that once consumers began scanning their skin and receiving product recommendations, people started requesting made-to-order products tailored to the information gleaned via Skin360. As a result, MaskiD–the data-powered, 3D-printed hydrogel mask–was born, unveiled at this year's Consumer Electronics Showcase in Las Vegas. "The Skin360 tool helps her analyze her skin, and takes those results and recommends specific ingredients in specific zones of the face," Brown says. "The mask is split into six zones [forehead, eye orbital, nose, cheeks, chin and nasolabial folds]. If we're measuring some dryness on her cheek area and fine lines and wrinkles on her forehead, there are specific ingredients placed in those zones to treat the issue that was identified on her skin." MaskiD is personalized in several ways. It's custom-made to the exact shape and size of one's face ( goodbye, ill-fitted sheet masks! ) . "Between that and all the ingredient combinations, each mask is really personalized to that consumer, so no two masks are the same," she says. Unique ingredient combinations ( of things like purified hyaluronic acid, vitamin B3, feverfew, glucosamine and vitamin C, to name a few ) penetrate the skin precisely where they're needed. Three recent advancements have made MaskiD possible. The first is the infrared camera seen on the latest generation of the iPhone, which uses facial recognition to create a 3D scan of the face to unlock one's phone without the need for a password or thumbprint. "We're using that technology to get the 3D measurements for that really precise fit," Brown explains. The second is the Skin360 app itself, which provides in-depth information about what ingredients are needed where. Finally, advance- ments in 3D printing technology have paved the way for this on-demand sheet mask, which arrives directly at your door. "[This] wouldn't have been possible 5 years or even 2 years ago," Brown says. "The ability to create something that's unique to each individual is really an exciting part of technology." SK-II Future X Smart Store As beauty products evolve due to advances in technology, beauty stores are similarly following suit. At this year's Consumer Electronics Show, global prestige skincare brand SK-II showcased its Future X Smart Store, which launched its first location in Tokyo, Japan, in May 2018, followed by two more in Shanghai and Singapore. A new "phygital" ( the merger of physical and digital ) retail experience, the store provides an immersive environment that allows shoppers to learn about their skin while scoping out products. SK-II has sustained double-digit growth on a global scale over the past two years, with the Facial Treatment Essence as its best-seller. This new "smart" store utilizes 43 cameras and three dozen computers throughout. Customers can also take home a Smart Bottle, which uses sensors to track daily usage via a companion app, which also provides tips so that customers get the most out of each product. Harnessing the latest technologies like artificial intelligence, state-of-the-art smart sensors, facial recognition and computer vision, there are several unique characteristics about the Future X Smart Store. Courtesy of Neutrogena

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