Digital Revolution

Beauty tech is on the rise, and in an industry that depends massively on touch and feel, its impact is staggering,

- Sukriti Shahi

Legendary beauty brand Lancôme recently launched an AI-powered motion stabilising device. The objective? To enable greater accessibility to make-up among people with disabilities. According to Epsilon research, around 80% of clients would buy from brands offering personalised products. We all remember the second edition of Nivea Soft Fresh Batch, an influencer hunt in which 10,000 participants got an AI-enabled personalised video message from Taapsee Pannu, Nivea’s brand ambassador. Picture this: your name echoed in a heartfelt congratulation from Pannu herself, delivered straight to your WhatsApp and email. The buzz was real, and the brand’s innovative approach had everyone talking for all the right reasons.

Advanced digital tools have helped transform marketing strategies of cosmetic brands, helping them reach wider yet focused target groups, offering personalised, engaging, and trustworthy interactions with their skincare-conscious audience,” says Katy Bacon, the education director Asia-Pacific at luxury skincare brand, Murad Skincare. Murad Skincare is one of the first global brands to launch its own skin tool that analyses different face areas for possible concerns. From pores and fine lines to redness and pigmentation, the tool summarises areas to work on with appropriate ingredients and product recommendations.