Beauty is crossing the divide between physical and digital worlds to connect with consumers in exciting new ways. Scannable beauty serves up a wealth of product information at your fingertips, while at-home devices like toning microcurrent facials continue to rise in popularity. One of the biggest breakthroughs? Artificial intelligence.
From snapping selfies that diagnose your skincare needs to virtual makeup try-ons, AI is the future—and it’s great for the environment, too. AI-powered product trials offer a real-time, personalized experience without the need for traditional product testers, eliminating the waste that comes with one-and-done-use (The Industry Fashion).
Beauty retail is no longer just IRL. Get ready to enter a new realm of commerce: the metaverse. From virtual storefronts and showrooms, gaming integrations, and the NFT boom, brands continue to shift online.
Cosmetics merchandising in the metaverse draws on ‘digital awe’, creating mind-bending virtual displays and experiential demos to wow online shoppers. And it works. 70% of consumers who visit virtual stores will make a purchase, and 60% who have purchased in these digital spaces plan to buy again in the future (WGSN).
The digital world unlocks instant access to limitless information, and skincare-obsessed consumers are flexing their beauty IQs.
‘Skintellectuals’ or ‘Skininvestors’ are well-informed when it comes to ingredients, sustainability, and product efficacy—and they seek science-driven and fact-based products that align with their learnings.
Technological advancements like smartphones and tablets forge a path for new innovations…and new problems. With our eyes and skin constantly exposed to electronic screens, we take in a lot more artificial light (primarily blue light) than any other generation before us (Byrdie).
While research is ongoing to determine how long-term everyday exposure affects skin, new preventive products are hitting the market to help reduce dark spots and premature aging caused by blue light. From protective hydrating sprays to free radical-fighting serums, brands are exploring novel ways to block out the potential negative impacts of blue light.