July 14, 2020
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 :
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, 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.
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.