Jul 7, 2016
Augmented reality and interactive technology
The latest transformation in personalised skincare marketing
Today, the UK’s skincare market (worth £1 billion[i]) has boomed, offering sophisticated and innovative skincare categories, from organic, free-from ranges, to biologically active cosmeceuticals, with a recent trend towards personalised and genetic based skincare systems. In a crowded industry coupled with changing consumer habits and new digital advances, the marketeers behind some of the most successful skincare brands need to innovate to stay ahead.
Here’s a quick look at some of the big shifts in the skincare industry and what it might mean for the future.
When it comes to the marketing of skincare, the industry has changed. Reliance on traditional editorial, direct selling and paid-for push marketing strategies has shifted. Today, consumers create their own commentary through blogs and social media. Brands are building innovative strategies that interact with the influencer and build digital platforms to enable consumer-brand interaction.
Using interactive technology has also become a powerful tool to define a niche.
Skincare giant, Dermalogica, is a great example of how interactive technology puts people in control of their individual skincare needs with the creation of its ‘Skin Mapping’ technique – a tailored skincare analysis and subsequent targeted product prescription. An application for the iPhone has also been developed for a convenient at-home version, based on a quick skincare survey.
GENEU, the world’s first in-store / at-home DNA test and lifestyle assessment for personalised skincare goes even deeper than Dermalogica when it comes to personalization – offering solutions based on DNA and genetic profile. Saliva tests are taken either in-store or at-home via a test kit and the results are analysed in a laboratory. A unique skincare serum is prescribed for truly personalised outcomes.
L’Oréal’s Makeup Genius – is the brands most recent content marketing experiment which saw a move towards user-facing, interactive technology. The app allows the user to scan their face and virtually try on different L’Oréal products to create different looks.
Vivienne Rudd, Director of Insight, Beauty and Personal Care at Mintel, said: “As consumers become increasingly familiar with using technology to track their health and well-being, they are looking for brands to offer products and devices that boast similar functionality. New product development in augmented reality is providing the next step in virtual mirrors and real-time visualisation of the effects of beauty products on the skin and hair[ii].”
ROAD’s head of digital comms added: creating a more engaged community building and society influencer lead communications is increasingly important as consumers reference a kaleidoscope of sources and share their insights. To learn more about our digital services click here.