Science and technology are having an increasing impact on the beauty industry. From virtual make-up to LED devices developed by NASA… How are players in the sector taking advantage of the latest innovations?
The global beauty and care market reached more than 464 billion euros in 2021. By 2026, the market is expected to reach 631 billion euros. Science and technology are tools of innovation for the sector: from makeup in the metaverse to virtual try-ons, whether it’s finding the perfect shade of lipstick or analyzing the skin in depth.
Unprecedented experiences to find the perfect product
L’Oréal is the world’s largest manufacturer of beauty products and it is investing more in these opportunities. Mehdi Moutaoukil, digital and marketing director of L’Oreal Middle Eastis enthusiastic about these changes: “today, the world thrives on technology and data. We are entering a completely new era for creation, not only for products, but also for objects and services, which allow us to offer perfect experiences to our customers..”
“Today, if you take a selfie, you can try all the makeup you want, whether it’s lipstick, foundation or mascara. You can take a picture, send it to your friends, see what goes best with your clothes, your hair color, and then choose the perfect product. For Yves Saint Laurent Beauté, we launched a preview of “Scent-ation“. It is an amazing experience that allows, with technology, to analyze your emotions and advise you on the most suitable products.. We know exactly what scent will make you feel good.”
New skincare rituals
Consumers are becoming better informed. They make sure that the products have been scientifically designed and developed and that they really have the advertised effects.
In this search for beauty and well-being, many of us turn to traditional spas. But some now incorporate new technologies and give proven results, in addition to being relaxing.
The company Cellreturn has, for example, developed LED devices with scientists from NASA. They slow down the aging of the skin and act on muscle tension and hair loss.
Dr. Amanda Powell, CEO of Cellreturn, explains their principle: “LED technology works deeper. Your skin, because of the skin barrier, cannot absorb everything. But with LEDs, the wavelength penetrates 6 millimeters under the skin. This is important because the rays are absorbed by the cells’ mitochondria. The mitochondria is the cell’s energy source: it creates ATP, adenosine triphosphate. For a cell not to die, for it to function perfectly, you need ATP. The rays we are talking about penetrate under the skin, create ATP and trigger cascading micro-processes that help regenerate and repair cells.“
Beauty salons between art, technology and science
Ouronyx reinvents beauty salons by combining art, technology and science. Their salons in Dubai and London offer aesthetic facial treatments, without a surgical approach: based on science and the latest technological innovations, they favor a global approach to make aesthetic treatments more effective.
The first consultation takes place with a medical questionnaire, a personality test and an in-depth facial analysis. Dr. Halah Taha, aesthetic doctor at Ouronyx, details the tools used: “We have 2D imaging to capture the entire face, moving or relaxed. With our futuristic technology, 3D imaging, we see loss of volume, wrinkles and it even allows us to measure pigmentation: that of the skin today but also that which the person will have in the future..”
The Ouronyx team also sees technology as a tool to better inform the patient: “we have four toolsexplains Dr. Halah Taha. “They measure wrinkles, loss of volume, pigmentation and redness of the skin. As experienced doctors, we know what you need. But our customers can’t see all that in their mirror, so the technology helps them better understand their aging process, the specificity of their case… We can thus decide together on a protocol to achieve the desired objective..”
Towards immersive beauty
For industry experts, the use of technology is essential to meet customer needs. At L’Oréal Middle East, Mehdi Moutaoukil sees it as a great source of renewal and creativity: “Over the past few decades, we have digitized our consumer experiences and we will continue. With the rise of web 3.0 and the metaverse, the possibilities for beauty become endless! As we progress, we will offer our customers a more immersive journey.”
In the future, beauty will not only be an aesthetic quest but also a scientific research.