• Deanna Utroske

The future of work and commerce is a lot more digital because of COVID

Digital technology is booming in beauty.


Before COVID-19, digital technology was powerful. Brands that developed sophisticated skincare devices, built DTC businesses with ecommerce tools, innovated engaging apps, gathered data and enchanted consumers with Artificial Intelligence (AI) and Augmented Reality (AR) really stood out in the cosmetics and personal care marketplace.



Finding beauty ingredient information and formulation education online

Now, beauty tech is paramount. In 2020, ingredient discovery platforms such as Chemberry, Novi, and Knowde rival the reach of global beauty industry tradeshows.


Online education platforms like Formula Botanica and the Institute of Personal Care Science are in demand like never before.


And both specialty chemical and natural ingredient suppliers are producing webinars and developing online content at an impressive pace.


Beauty tech for product personalization, client connection, and retail inspiration

When COVID-19 hit, the beauty industry got serious about digital. Technologies that promise to personalize product formulations and facilitate meaningful consultations or recommendations in real-time like Atolla and PROVEN and Cutitronics are poised to lead the beauty tech revolution.


Salon and spa pros are also taking full advantage of beauty tech, including consultations, tutorials, live-streaming platforms, and affiliate product sales schemes to stay connected and keep their clients looking and feeling like themselves, even when in-person services aren’t an option.


Augmented Reality tools that let consumers try make up, hair color, and even skincare products virtually, like the App and Web-based tools from Perfect Corp and L’Oréal’s in-house try-on tech platform ModiFace are making a real difference in the ecommerce space and at in-store retail, now that communal testers are out of the question.


Transitioning to virtual events for beauty insiders

Insider industry events have moved online in creative ways too. Unfiltered Experience has, for 2020, transitioned into a 3-part event series to help brands connect with influencers, buyers, supply-side experts, and editors. Cosmoprof has shifted its educational programing to a global virtual platform. The popular Anti-Ageing Skincare Conference is going online this year in November. And Ecovia Intelligence will be announcing the winners of the 2020 Sustainable Beauty Awards in an online presentation on November 3rd.


Now, as it happens, I will be speaking at all of those events. And while I will be right here in New York City when I do, I hope that you’ll be joining us online from wherever you are too.


And just think, we’re only now at the beginning of a beauty tech movement that will see us through the pandemic and into the future.

#duviews



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this DUviews item was originally posted to LinkedIn and now appears on DeannaUtroske.com