Since the emergency of beauty technology, the beauty industry has seen a significant transformation. For starters, technology has heightened beauty consumer demands. They now want customized and precise beauty products, a request that is now possible with technology. Beauty brands have no choice but to respond by investing in beauty technology or risk falling behind the competition.
Beauty tech has also opened endless opportunities for beauty businesses, both big and small. Brands can now connect with consumers in new and meaningful ways, offer top-notch customer experience, personalize products, and do much more. In addition, beauty tech has enabled beauty brands to run more efficiently and record growth in sales.
In this article, we explore more on how beauty tech is continuing to shape the beauty industry.
Enhanced customer experience
Digitizing customer experience has taken convenience and comfort for beauty consumers to the next level in more ways than you’d guess. It allows consumers to enjoy an enhanced experience when dealing with beauty brands.
Technology has enabled this by making it possible to offer the same experience consumers would get in a store on a digital platform. For instance, salon software gives customers the opportunity to book their appointment conveniently, from where they are in the world. This means that they are not limited by time or location. They can choose a time that works for them, a stylist of their choice, and even make changes if need be. Salon owners, on the other hand, can send reminders to ensure that consumers don’t miss their beauty routine.
Even with heightened preference in digital shopping, the desire to try to sample products before a purchase hasn’t been eliminated. Beauty brands are using AI and AR to offer clients opportunities for virtual try-on and product matching. Users can try as many products as they want virtually until they settle for their ideal product. A good example is Virtual Makeup Artist from Sephora that allows customers to try eyeshadows and lipsticks from thousands of choices through their smartphones. Businesses can also take advantage of 3D makeup that allows users to enhance their photos through filters such as those available on Instagram and Snapchat. By building apps that incorporate product-based makeup filters, businesses are able to use this promising trend to have clients try on the products before buying.
Improved customer communication and marketing
Technology has opened up ways for businesses to communicate effectively with customers for improved brand reputation and customer retention. Beauty brands are embracing apps and tools to improve customer communication. As a result, businesses have;
• Improved response time – Through live chats and chatbots, businesses offer timely responses to customer queries and concerns. This can happen even after business hours, allowing around-the-clock customer communication.
• Adapted multichannel communication – Beauty brands are using multiple channels of communication such as email, social media, text, and instant chat to get in touch with customers. They can place their brand message right in the eyes of the consumer through their most preferred platform.
• Leveraged customer data for effective marketing – AI-powered beauty apps use algorithms and machine learning to analyze customer data and behavior. Such analyses enable businesses to develop effective marketing strategies for different segments and demographics. In addition, brands can leverage social media platforms to market and sell products.
Take Instagram, for example. The platform is fundamentally designed for sharing photos. By sharing photos of their work and empowering their customers to share pictures on the platform, businesses are seeing positive results in their marketing efforts. What’s more, Instagram has ventured into E-commerce by enabling checkouts right in the app. Now brands can advertise, engage clients and sell their products in one place.
Exponential sales growth
Technology has enabled beauty businesses to reach clients from far and wide through social media, websites, and other platforms of digital marketing. In addition, the use of influencers in marketing beauty products has lured many new customers into using these products. A strategy that is giving significant results is where these influencers create videos using an online video editor and post beauty tutorials on platforms such as YouTube to their millions of followers. Customers no longer have to struggle with complex makeup applications when creating instagramable looks for their social media accounts. This has largely played a part in driving sales in the beauty industry.
Additionally, online sales make a significant percentage of total sales in the beauty industry. This is to say that eCommerce technology is playing a vital role in shaping growth in the industry. This is not a surprise owing to the high level of convenience it offers to users, which has made it the most preferred way of shopping. Moreover, E-commerce has made it possible for people to continue shopping when there was a need to keep social distance during the pandemic.
Unlike other industries, the beauty industry falls in the personalized advice category. Consumers are more mindful of their specific needs such as style, skin type and tone, hair type and color, and more. Industry leaders in the beauty industry are using technology to offer personalized products and services to their consumers.
Many people struggle with finding the right foundation shade for their skin tone. Rather than relying on trial and error, beauty brands are inventing AI-powered solutions to this challenge. L’Oréal, a French beauty giant, for instance, has set the pace in this area with the AI-powered foundation machine named Le Teint Particulier or The Particular Tint. When a customer gets to the shop, her face is scanned using a calorimeter to determine the precise skin tone. The results are then passed through an algorithm that analyses them by going through over 20,000 different shades. After picking the right one, the results are taken to a mixing machine that mixes the right foundation for the particular skin tone.
The beauty industry has continued to experience growth in recent years. It is clear that technology has played a huge role in influencing this growth. It is also clear that industry leaders are geared towards making more cutting-edge innovations that will see the industry grow further. Any beauty brand that is focused on remaining at the top has to make efforts to keep up with the latest technology.