At VivaTech 2022, beauty and cosmetics were in the spotlight with a 325 square meter booth for L’Oreal. The brand unveiled its new immersive experiences to present the beauty of the future. Halfway between science and technology, these innovations will undoubtedly revolutionize our beauty routine. According to Camille Kroely, Director of Open Innovation and Digital Services at L’Oréal, the beauty of tomorrow will be “physical, digital and virtual“.
Today, technology allows us to respond quickly and efficiently to consumer expectations. From virtual makeup fittings to customized advice and skin diagnostics, these innovations provide an unparalleled degree of precision. The technologies offer unlimited possibilities, but above all a remarkable personalization service. For example, Yves Saint Laurent Beauté’s Scent-Sation allows users to find the fragrance that best reflects their emotions. This unique immersive experience takes place through a connected headset that evaluates emotional responses to different scents. In the search for the perfect fragrance, technology offers a tailor-made solution. Similarly, L’Oréal has designed SkinCeuticals Pro 1:1 to perform a free, personalized skin diagnosis. The company thus provides a precise answer to consumers seeking to identify the specific needs of their skin. Innovation is becoming an ally of beauty and is working to shape its future.
New eldorado of digital communication, the metaverse represents today a major stake for brands, and the beauty world is no exception. Nowadays, the customer journey is evolving, especially with the web3. NFTs, for example, allow to unlock unique experiences and personalized services. Some luxury labels, such as Givenchy or Yves Saint Laurent Beauté, have already taken the web3 step: virtual tours and games, contests, exclusivities, product previews, digital objects… The objective is simple: to redesign the codes of beauty in the era of metaverse and non-fungible tokens (NFT).
The technological innovations presented at Vivatech will then be deployed in physical stores to enrich the offer made to consumers. These personalized diagnostics, based on artificial intelligence, will be able to be carried out directly in-store. Some of these experiences also aim to preserve the environment, for a more responsible beauty of the future.
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