Food for thought

  July 14, 2020

AI & Personalization

The use of artificial intelligence means that computers thoughtfully assess information the way a person would, drawing logical conclusions and selecting relevant details. Its use in the beauty industry has been growing in the last few years. Many digital native brands were born using tech to back up their products. It also allowed the growth of personalized skincare for the mass market. Brands use algorithms, big data analysis or physical devices, to create products that will match with the customer’s skin as well as his environment. 

Let’s have a look at how the following brands use AI to offer tailored products :

Proven Skincare built what they call The Skin Genome ProjectTM, which won MIT’s 2018 Artificial Intelligence Award. It is a skincare database capable of analyzing :
  • The effectiveness of over 20,238 skincare ingredients.
  • Information about over 100,000 individual products (luxury, prescription, generic, etc.).
  • Over 8 million testimonials from real people.- Over 4,000 scientific publications.
  • The water hardness, humidity level, and UV index where you live.
Following your answers to a questionnaire on your skin type, needs and issues, the brand creates products that are specifically formulated to you. 

Meghan Maupin, from MIT, used her software expertise to create ATOLLA, a personalized skincare brand. After answering questions to tailor the product to your need using an algorithm, the product is sent to you along with a testing kit to measure the exact characteristics of your skin – specifically its hydration, oil, pH and absorption. The next product you receive is then calibrated precisely to your skin’s needs, and the formula updated monthly.

HelloAva is a curation service using AI and machine learning to provide personalized recommendations of skincare products from various brands. Users answer detailed questions about their skin and environment, and a list of product recommendations is then generated. Each product comes with a score and a data visualisation indicating how good a match it is.

Skincare personalization can now also be made at home thanks to product innovations from major companies :

Shiseido‘s Optune

Shiseido’s Optune, currently only available in Japan, is a system that adjusts the user’s skincare formula daily, based on factors varying from pollen count to quality of sleep. It offers 80,000 different patterns. Using a dedicated app, an algorithm analyze your skin condition as well as environmental data (temperature, humidity, etc.) and sleep data. The results are then sent to the physical device which will provides skincare fitting one’s current conditions and dispensed in a single-use dose

L’Oréal Perso is a smart device that creates custom formulas for lipstick, foundation, and skin care. First, you take a photo of you face with the dedicated app, which will use AI to identify your specific skin conditions (wrinkled, dark spot, acne,…). Then location data help adjust the formula taking into account environmental concerns (such as temperature, air pollution, pollen or UV index). Finally, you enter your main skincare concern (treating wrinkles or eye circles for instance) and the device will create a unique formulation, again dispensed in a single-use dose.  

P&G Opte Wand

The Opte wand scans the skin with an enhanced digital camera that captures 200 frames per second and instantly analyzes each image using a proprietary algorithm to detect tonal imperfections not visible to the human eye. Using input from the algorithm, Opte precisely prints, via a custom thermal inkjet printer and cartridge, serum on targeted areas until there is a perfect color match with the surrounding skin tone.

If you want to learn more about trends and innovative ideas from around the world, feel free to contact us !

   Monia MERABET

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