Beauty and digital collide
SK Telecom, also based in South Korea, will set to create a new phenomenon in the power industry that is APAC beauty following the success of Amorepacific’s adoption of the K beauty trend.
The communications house will provide IoT services through setting up a specific network for AmorePacific. This will enable the company to reach out to its beauty and tech-loving supporters and satisfy forward-thinking digital-based demands.
Speeding up the process
After signing a memorandum of understanding (MoU), SK Telecom will now get ready to provide a dedicated technological connections system that will pair the cosmetics conglomerate’s global factories and outlets.
The linked network will enable AmorePacific to collect significant amounts of data relating to skin types, product preferences and consumer purchasing habits.
This data will be collected from shoppers in-store. Once obtained, this information will then be transmitted to AmorePacific's laboratories and factories around the world for analysis.
In July 2016, SK Telecom finished setting up the Low-Power Wide-Area Network (LPWAN) based on LoRa technology throughout the country. The specific telecommunications network directly assists the Internet of Small Things (IoST), which connects small objects that can record and interpret various data such as weight and location.
Utilising contemporary IoT technology will enable the brand to hone in on customer needs without resource-intense market research. This will help to ensure that the beauty brand accurately understands its customers’ needs and that they stay on top of rapidly-changing trends and industry product launches.
The pairing will, therefore, help reduce the product launch time from conception to actualisation, as it will develop new beauty products based on up to date information that is received directly.
AmorePacific has already explored the effects of IoT through its in-store mirroring technology. Its implementation allows customers to try out a selection of beauty tools and products on their images through avoiding actual make-up application via small technological devices such as tablet PCs.
As personalisation is tipped as a key trend in 2017 for the cosmetics industry, by increasing the insights available, the company is expected to focus on using the IoT technology to develop customised products.