![]() ![]() In 2016, Siqi Mou and Kailu Guan founded HelloAVA, an online service that acts like a skincare consultant, helping clients find the perfect products for their skincare routine. Read on as we explore three beauty tech leaders and how they’re utilizing AI to quite literally change the face of the beauty industry. “We’ve been seeing an increase in demand among beauty brands looking for more digitally-skilled talent in the beauty tech boom,” ForceBrands’ Client Strategist in Beauty, Health, and Wellness Jessica Viana, said, who works with beauty clients to help build their teams. Companies are actively building more tech-savvy teams. Sephora, a leader in the use of tech and AI in beauty, saw their organic revenue grow by a stunning 11 percent the first quarter after they unveiled their Sephora Virtual Artist, which allows customers to “try on” thousands of products virtually in order to find their favorite shades and finishes.īut it’s not just beauty consumers contributing to beauty tech’s momentum. ![]() In an effort to simplify things, many beauty companies are turning to artificial intelligence. Whether they’re shopping at a drugstore, a specialty retailer like Sephora, or online, the amount of skincare, makeup, and haircare choices were so overwhelming that they often caused shoppers to become immobilized, walking away without making a purchase. “And five years from now, it will be something else.According to a 2018 survey, 70 percent of female beauty buyers reported being overwhelmed with product choices. “Five years ago, no one talked about Instagram and today, Instagram is probably the number one social media platform for our products,” said Amin, who has spent 30 years in the packaged goods industry. ![]() focused its efforts on locating micro-influencers, up-and-coming beauty vloggers who are still building their audiences.īut executives say staying ahead of millennials is a tricky business. has eschewed celebrities, including mega-influencers, to tout its relatively inexpensive products. ![]() A company that started on the internet, e.l.f. There is going to be a miss.”ĭuring a weekend at the music festival Coachella, one mega-influencer posted for 12 brands, said Tarang P. “There are brands that do get their feelings hurt when you do speak badly about a product but the fact is, not every brand is going to launch an entire line of products that are all going to be good. “A lot of brands are still playing with the idea, ‘How do we work with influencers and have them not bash our products?’” said Zamora. “But the reality of the situation is, with the amount of money that people are making in this industry, a trip to wherever is a drop in the bucket. “The trips are being villainized in a way because people feel since we’re going on the trips that we won’t be genuine about the products and our reviews,” said Samantha Ravndahl, a 24-year-old influencer from Canada with 2.4 million Instagram followers who has gone to Bora Bora and the Cannes Film Festival with cosmetics companies. In exchange, most influencers agree to post a certain number of YouTube videos or Instagram posts about the company’s products. Some cosmetic companies have flown groups of influencers to Bora Bora Necker Island, the private enclave of Sir Richard Branson in the British Virgin Islands and Kauai in Hawaii for lavish, all-expenses-paid vacations. Those brands instead got noticed by putting their products into the hands of a growing army of beauty vloggers.Ī flash point for some fans are influencer trips. Some of the earliest adopters of the social media influence strategy were smaller brands that lacked the ad budget or experience for a traditional campaign. “It’s popular among millennials because it looks great in a selfie,” said Hertzmark Hudis, who also reported big jumps in sales of skin care products - particularly masks, which play well on social media and video blogs, or vlogs.īeauty vlogging isn’t new, but brands have rapidly ramped up their involvement with it after seeing the power it has to influence consumers. Estée Lauder’s Double Wear foundation, a product that was launched 30 years ago, is experiencing double-digit growth rates, said Jane Hertzmark Hudis, group president at Estée Lauder. Article contentĮven products that have been around for decades are being “discovered” by millennials through social media. This advertisement has not loaded yet, but your article continues below. ![]()
0 Comments
Leave a Reply. |
AuthorWrite something about yourself. No need to be fancy, just an overview. ArchivesCategories |