In today’s rapidly digitizing world, advances in new technologies and the explosion in smartphone usage is driving the growth of smarter, tech-integrated lifestyles among consumers. The beauty space is no exception with beauty tools gaining traction to accommodate this need.

Photos above: MAPO’s Connected Beauty Mask; the author, Jamie MIlls

Traditionally, beauty devices have taken the form of electronic offerings which replace manual processes in the beauty regimen. Within the skincare space, electronic brushes such as Clarisonic’s facial cleansing brushes, have become commonplace. Electronic devices offer a quick and easy experience that negates having to find the time to schedule and sit through a spa/salon visit. This aligns with consumer desire to save time, maximize value for money, and get instant and effective results, all combined with a pleasurable experience in the convenience of doing the treatment in their own homes.

At-home beauty devices also add a touch of novelty to routine beauty treatments that makes the usage experience more exciting for consumers. They offer the ideal combination of enhanced product functionality, pleasurable consumer experience, and professional guidance, all with the flexibility and convenience of using them in the comfort of their own homes.

Nevertheless, devices are evolving in line with changing consumer attitudes, particularly as the need for smarter lifestyles grows. While functional offerings are still important, there is a growing demand for integrated diagnostic approaches which can better manage appearance-related concerns and skin health. This represents an area of high potential for beauty brands to explore given that, according to Canadean’s research, while only 10% of consumers globally currently use digital tools such as wearables and apps to monitor or manage skin conditions, a further 40% say they would be interested in using them in future.

This is particularly relevant for today’s consumers given that they are taking a significantly more proactive approach to their personal health and wellbeing, with appearance-related health being part of this. The ability to track, measure, and monitor skin health in real time through the use of digital tools combined with smartphone apps and technology can assist in meeting this need and can allow consumers to make better informed decisions as to how to improve the health of their skin, whether their skincare regime, or a beauty product they are using is effective, and which beauty products to use.

One such example is the recently launched MAPO Connected Beauty Mask which allows consumers to understand their skin through a diagnostic skin moisture analysis programme using a smartphone app. The wearable also delivers a warming effect to boost the efficacy of skin care products applied to the face, and also can help to measure the efficacy of products used. Another example is the Romy-Paris Figure. Positioned as a home “beauty assistant”, this system uses capsule technology to target skin issues such as pollution, lack of sleep, cold weather, and signs of aging with a customized daily formulation. The connected smartphone app measures real-time data such as daily sleep patterns so users can respond to their skin needs on a daily basis with different capsule combinations.

Going forward, the importance of diagnostic beauty tools and devices will grow with the combination of diagnostic tools, smartphone technologies, and devices offering a truly unique “made-for-me” solution. This has the potential to deliver on superior efficacy through the increasingly important “tech validation” while also generating consumer excitement and promoting long term appearance related health.

ABOUT THE AUTHOR

Jamie Mills is a consumer insight analyst at Canadean, specializing in the beauty and personal care sector. Her areas of interest include the evolution of anti-aging and the impact of today’s digitizing society on the innovation landscape.