The rise of beauty tech has been unprecedented in recent years, with personalised beauty launches from L’Oréal, Shisheido and Coty; online retail programmes from Amazon and YouTube; lab testing models from Labskin and CTIBiotech; and even plans to develop entire beauty brands leveraging tech from Cherry Pick, among many other examples.
One expert previously told CosmeticsDesign-Europe that whilst beauty technology investments were happening worldwide, European beauty brands had indexed more compared to their US counterparts.
Beauty Tech Zone at in-cosmetics Global
This year, in-cosmetics Global in Barcelona next month would feature a dedicated beauty tech zone displaying product innovations and providing a space to network. Organisers said the space would be focused on a range of product segments and functions, including AI-driven profiling and visualisation tools and smart dispensers.
Roziani Zulkifli, exhibition director of in-cosmetics Global, said there had been a “growing demand” for beauty products that aligned with the latest technological advancements and so the zone should enable “new relationships to flourish”.
The space would cover the latest digital and technology available to cosmetics manufacturers for improved personalisation and product processing – of interest to the entire supply chain, the organisers said.
in-cosmetics Global was also running a competition for its ‘Best Technology 2020’ award – offering three Beauty Tech Zone exhibitors the chance to scoop up the prize for the most innovative concept or product.
Connecting with the digital consumer
Extensive developments and focus on beauty tech aligned well with the rising mountain of digital beauty consumers seen globally – a category that would snowball in size and influence in the coming years, according to Euromonitor International.
Priyaka Bagde, senior survey analyst at Euromonitor International, previously said developments in digital technology had brought brands, retailers, influencers and beauty advisors closer to consumers than ever before and would heavily influence the future.
According to the company’s Beauty Survery 2019, 60% of digital beauty consumers had used a beauty app in the last 12 months, mostly for product information, beauty tips and latest trends, and 45% relied heavily on user reviews when making purchase decisions.
One of CosmeticsDesign-Europe’s ‘trend to watch’ in 2020 was beauty biohacking, where consumers tailored regimes to exact physiological needs based on science, and this would be heavily influenced and driven by advances in the beauty tech space in the coming months.