Beauty Brands Are Using Salon Tech For Personalization To Help Combat Online Competition

October 2, 2018: 12:00 AM EST

Beauty brands are using technology to help professionals offer clients a degree of personalization they can’t get online, and to encourage consumers to buy their products. Scanners and apps, working with data and artificial intelligence, can evaluate a customer’s precise hair or skin needs and recommend the best product for them. Schwarzkopf’s Professional SalonLab comprises a set of tools and devices that generate and evaluate data on the client’s hair, allow clients to try on products using augmented reality, and then produce personalized haircare product blends in the salon. The service is expected to be available in salons next year. Elemis SkinLab analyzes a client’s facial skin and helps the therapist recommend products and skincare regimes. Although these tools require the intervention of a professional, other devices, such as Neutrogena’s Skin360 app and SkinScanner tool works with a user’s phone for home use. The Beauty Genome Project by Proven, a skincare product company, uses a different approach to personalization, analyzing millions of customer reviews on 100,000 products to create what it claims is the largest skincare database in the world. Personalization in beauty looks set to continue its advance, with some companies already offering DNA analysis for product recommendations.[Image Credit: © Henkel]

Duncan Jefferies, "Perfectly personalised: beauty products that match your needs exactly", The Guardian, October 02, 2018, © Guardian News and Media Limited

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