Presented last October at the Cosmetic 360 show, I-feel Beauty won general approval for the Technological Innovation Award. The principle is based on the “IoT-C”, the Internet of things applied to Cosmetics, which combines both technology and actives in the same box. The latter is composed of a four-product range – face and body care products with premium formulas highly concentrated in 82% natural ingredients – and of the Activ’feel device, which acts in synergy with the products by creating bipolar micro-currents and providing a LED photodynamic treatment. “We wanted to find a safe way to get through the dermis and powerfully enhance our actives’ efficacy,” explains Christophe Bianchi, founder and CEO of parent company Feeligreen. The micro-currents stimulate the synthesis of fibroblasts, collagen, and elastin, and contribute to carrying more of the actives contained in the products into the upper layers of the epidermis. Activ’feel is connected via Bluetooth to the Feeligold application installed on a smartphone to control and supply the current strength depending on the information collected. “This technology helps consumers enhance the efficacy of the treatment, customize it, since each protocol varies according to the skin type or the area covered, and obtain the data collected to develop a tailor-made skincare offering, if they allow for it,” adds Christophe Bianchi.
That is actually the point of the connection. After essential data have been collected via the application with each diagnosis, they can be used by consumers to meet their customization needs, or even by brands, which will be able to enhance the innovation process and provide targeted and personalized solutions by getting involved in the system.
Stanislas Vandier and Jean-Roch Meunier, the co-founders of Wired Beauty, were also willing to place consumers at the core of the innovation process when they developed MAPO, the first tailor-made connected beauty mask. These unique silicone masks are based on a picture of the user and on the 3D vision of her face. They comprise cutting-edge sensors and mainly fulfil two functions: measuring hydration and the skin temperature – the data are transmitted to the application installed on the smartphone – and boosting the effect of the cream applied, whatever the brand. Again, the data collected belong to the users, who can choose to share them with a brand so as to have access to product references adapted to their profiles. “We are paving the way for a new, completely personalized era in cosmetics routines,” comments Stanislas Vandier.
The Figure solution developed by start-up Romy, one of the sector’s pioneers in these UFOs, adds something more to the possibility of establishing diagnoses via the application and customizing products: it shows a high yield of actives. Just like the Nespresso model, the Romy technology consists of a device (Figure) – a real home laboratory – two capsule collections, the bases for obtaining the right textures, and the actives, at a concentration of 0.2ml – and all this without any preservatives. The single-dose form of this technology patented in collaboration with Professor Gérard Redziniak makes it possible to use the ingredients at an exceptionally high concentration. Once the analysis of the personal data has been carried out in real time, the application recommends the most appropriate choice of actives, and Figure immediately takes care of preparing the skincare product. “Romy foreshadows a new approach to the use of most sophisticated ingredients, making them available to consumers,” explains Morgan Acas, who co-developed this innovation launched last September with Thomas Dauxerre, after five years working on R&D.
If these innovations became available for presale a few months ago, they have already found their own public on the main French and global markets, despite a high entry-level price point: 350 euros for the I-feel Beauty box, 199 euros and 590 euros for MAPO mask and Figure pre-orders. “We attract a certain profile of consumers, 30-45-year-old women with a high purchasing power who are receptive to technologies and seeking differentiation and personalization,” specifies Morgan Acas. As they are all aware it will be crucial to organize an efficient distribution circuit and a well-adapted communication campaign, they have already been working on improving both technologies and products so they can be quickly available. No doubt this approach will soon become widespread.