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Laurence Bacilieri

The game changers of the beauty industry

Social networks, applications, customization ... makeup and skin care brands are increasingly connected and massively explore the most innovative ways to keep in touch with consumers who spend more and more time online, far from the traditional media and distribution channels. Some makeup brands such as Anastasia Beverly Hills, Tarte, NYX, Benefit, Maybelline... are very active on Instagram, far ahead of Snapchat, still considered the outsider.

(click on the image to enlarge it)

(click on the image to enlarge it)

Very early on, the L’Oréal group wanted to be a big player in the digital revolution. In San Francisco they opened CBI (Connected Beauty Incubator & Lab) a department at the forefront of cosmetics and the services of tomorrow. Clearly, it’s the Millennium generation who is targeted by these brands. These are technology’s children, always very influenced by social networks. These new consumers (digital natives) keep abreast of current events and almost instantly adopt the new tools available such as Snapchat filters. L’Oréal is among the first brands to test this new type of e-commerce, in particular with the Makeup Genius application and the Color/Nail Genius, and Skin Genius and Shade Genius variations...

Digital PoS and PoS digitalization

Snapchat is specialized in the diffusion of short-lived photos and videos. It has registered ten billion views daily, and counts no less than 100 million daily active users. On the strength of its success, the “little ghost” tested integrating interactive advertising on its platform and offered promotional deals in luxury products such as Louis Vuitton, Michael Kors or Chanel…

It found that 60 % of young people would be ready to buy a product after seeing an advertisement on Snapchat. These 2.0 advertisements work on a “swipe-and-buy” principle, consisting of sliding one’s finger across the screen to see the products for sale, and why not buy?

Points of sale will also profit from this revolution. In preview in two of its California points of sale, Lancôme offers: Le Teint Particulier. It makes it possible to create in the store, in front of the client, and in 20 minutes, a makeup base adapted to her type of skin with the right moisturizer and the desired color. After a quick questionnaire and a skin scan, the beauty analyst launches the creation of the product in the mini production station. (Launching in France: 2017).

Interactive UV patch

Skincare is also taking a digital turn. Developed by la Roche Posay, My UV Patch is a flexible electronic captor that is worn on the skin and changes color according to the dose of UV rays received. Consumers take a photo of the patch and send to the application My UV Patch from la Roche Posay. The application analyzes the data received by the Patch and prompts the consumer to take better protection from UV rays. The mobile application My UV Patch is available on iOS and Android. So that the analysis is as precise as possible, it is recommended to wear the waterproof patch on the back of your hand for up to five days. My UV Patch is the result of collaboration between the incubator Connected Beauty L’Oreal and the company MCA0, specialist in flexible electronics dedicated to intelligent biometric innovations in the health sector.

Nivea “Care from the Air”

After the connected bracelet and the anti-UV doll, the Nivea brand has imagined a publicity campaign to educate parents in the risks incurred by their children when they are exposed to the sun on the beach in summer. Here is the scene – agents watch the beach in search of children who have not put on sunscreen. From a distance, they control a drone disguised as a seagull that drops sunscreen onto children who are not protected!

Be it High Tech or Low Tech, innovation is everywhere. Our lives are mobile, and everything is going to revolve around the Smartphone.

Laurence Bacilieri
Cosmetic Ressources

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about Laurence Bacilieri
Laurence Bacilieri

Laurence Bacilieri has been an expert in the cosmetics industry for over 30 years. Among her experiences she was a beauty expert for a US television show, journalist for trade press and senior consultant for Mintel Group. She holds an MBA from Columbia University and speaks English and French fluently.

100 % focused on cosmetic market intelligence, she founded Cosmetic Ressources, a Marketing Intelligence consulting firm specialized in beauty, new products trends and consumer insights.

She helps companies triumph over their product development and marketing challenges.

Website:
http://cosmeticressources.org

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