Beauty made a big splash at CES 2020 — with the debut of a variety of high-tech products designed to help consumers create personalized makeup, brush their teeth better, and pamper their skin with customized products. Beauty devices are becoming “smarter” and incorporating digital technologies that are becoming better at collecting all types of data — from our bodies and environment.
L’Oréal’s Perso, for example, is a device that can formulate a moisturizer based on skin type and environment. It can also create a custom lip color on-demand that matches a dress. Nicolas Hieronimus, deputy chief executive officer, L’Oréal, says, “We are committed to making L’Oréal the leader in Beauty Tech – and Perso is the next step in that exciting journey.” (More about Perso is in the video below - scroll down.)
As products become ‘smarter’ and brands are more data-driven than ever, marketers should strive to be empathetic and “human-centered,” advises Brian Solis, a digital analyst, speaker and author. Solis says marketers should strive to create “Ignite Moments,” which ranks second on his list of 11 Digital Trends Shaping Customer Experience and Brand Innovation in 2020.
Solis states, “Ignite Moments become the ‘embrace’ in important touchpoints and moments of truth.” He adds, "An immediate opportunity exists for marketers to become the light that customers crave. Marketers that create a productive and gratifying customer journey, one that prioritizes customer truth and positive engagement, will build trust and meaningful long-term relationships.”
P&G debuted its new smart toothbrush, Oral-B iO (shown above left) — and its a high-tech design that also injects ‘fun’ into the experience of brushing your teeth. A sensor lights up as a smile when you are brushing with the right amount of pressure on your gums. Steve Bishop, P&G Health Care CEO, says, “The result of years of expert development, Oral-B iO strikes the right balance between effectiveness and experience and reimagines how a brush performs, cleans and feels. It is a brush that people will look forward to using and will deliver superior oral health.”
Take a look at these innovations from CES 2020 on our list below - and find out when they will be on the market.
On-Demand Skincare & Makeup, Customized: L’Oréal’s Perso
Perso is a 6.5-inch beauty tech device developed by L’Oréal’s Technology Incubator. It uses Artificial Intelligence (AI) to create personalized skincare, liquid lipstick, and foundation. It uses data that includes the user’s skin type, which is analyzed by L’Oréal’s Modiface app; environmental factors, which the device assesses; and input from the user relating to color references and product benefits.
A patented 3-cartridge system mixes and compresses ingredients. Press down to dispense the product onto the top of the device. Place the mirrored lid over it, and the top portion becomes a removable compact to take the custom product with you.
Guive Balooch, head of L’Oreal’s Technology Incubator, says, “Perso uses AI to optimize the formulas and actually gets smarter as you use it.” The level of personalization will be optimized over time as the system gathers more data about the user’s skin and personal preferences.
When will it launch? Perso is expected to launch in partnership with one of L’Oreal’s leading skincare brands in 2021 — and the ability to create custom makeup with the device will come later.
A Magic Wand for Skin: P&G’s Opte Precision Skincare System
Proctor & Gamble’s Opte Precision Skincare System first debuted at CES 2019 — but the new version (shown above, right) was featured at CES 2020, with a faster speed, improved user interface, upgraded OLED display, and lower cost.
Opte scans your skin using a blue LED light, while the device uses a patented precision skincare algorithm to detect problem areas and analyze your complexion. An ‘optimizing serum’ is applied to spots, to instantly camouflage age spots, sun spots, and hyperpigmentation on contact — and also fade their appearance over time.
The wand is similar to the technology in a thermal inkjet printer. It has 120 nozzles, and its camera captures 200 pictures of your skin each second — while depositing one billionth of a liter of makeup/serum on each skin spot it detects.
When will it launch? There is a wait list for Opte Precision Skincare System, which will be available in the summer for $599. Refill cartridges will cost approximately $100.
P&G’s Oral-B iO Promises a Fun Experience
The Oral-B iO, the company’s newest smart toothbrush model, required six years of R&D and testing by 1,800 users, according to P&G.
Steve Bishop, P&G Health Care CEO, says, “It introduces a new era in brushing and is a monumental leap in innovative oral care technology. The result of years of expert development, Oral-B iO strikes the right balance between effectiveness and experience and reimagines how a brush performs, cleans and feels. It is a brush that people will look forward to using and will deliver superior oral health.”
The brush has seven brushing modes and uses a magnetic drive to distribute energy more efficiently to the tips of the bristles and create ‘microvibrations’ for a smoother and quieter brushing experience, the company says. It connects to the Oral B app via Bluetooth so users can track how well they are brushing by looking at 16 zones of your mouth.
The toothbrush also features a new pressure sensor to analyze how much pressure you use, which affects gum health. And it’s a fun design — a green smile lights up on the handle if you are using the right amount of pressure. It also lights up with the words, "Good Morning."
When will it launch? It is expected to debut this August - and there is a wait list for Oral B-iO.
Print a Personalized Sheet Mask: Amorepacific/IOPE’s Tailored 3D Mask
Amorepacific’s IOPE has a new face mask 3D printing system. Created in collaboration with the 3D printing system developer Lincsolution in 2017, the system uses its own smartphone app to measure users' facial dimensions. After the system generates a custom mask design, specific hydrogel formulas are ‘prescribed’ for each area of the face. The printing takes less than five minutes.
When will it launch? Customers in Seoul, South Korea will be able to go to the IOPE Lab for a custom sheet mask, beginning in April.
No news yet on when IOPE’s mask will be available in the U.S. - but there is a wait list for a Neutrogena Mask iD, a custom-printed hydrogel mask that J&J debuted at CES 2019.
A Plaque Sensor: Colgate’s Plaqless Pro
Colgate’s Plaqless Pro by Colgate-Palmolive was recognized at CES 2020 with a Best of Innovation for Health and Beauty award. The toothbrush has a unique and useful feature — a sensor that tells you when you’ve removed all the plaque from your teeth. This works by using ‘optic sensor technology,’ the company says, which is able to detects biofilm buildup in the mouth.
A light ring around the brush handle turns blue when buildup has been found, and then the white light appears to tell the user to move on to brush the next section of their mouth.
Pair the brush via bluetooth to the Colgate Connect App, and the sensors embedded in the toothbrush handle create a comprehensive map of your mouth, so you can see if you’ve missed a spot.
When will it launch? Later this year. Colgate's Plaqless Pro has a wait list, and consumers that sign up will be notified as soon as it is available.
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