One after another, major cosmetics giants and ambitious startups alike have been carving out a piece of the beauty arena by upping the ante on the engagement, customisation and navigation experience.
This year though, it’s become apparent that apps are extending far beyond their shopping experience capabilities into the safety practice and scientific realm.
A nose for business
Perhaps, the most noteworthy is global deodorant manufacturer Nivea’s introduction of ‘the world’s first electronic nose for smartphones’ - a body odour detecting app, NOSE in Belgium early this year.
According to the Beiersdorf-owned company, we are so used to our own body odour that we cannot smell our own sweat and this special phone case features a technology that breaks down chemical compounds in the air into electrical currents - detecting consumers’ aromas and letting them know when it’s time to freshen up.
Elsewhere, Insilico Medicine had announced it had created ‘RYNKL’, an app that scans the information on anti-wrinkle products and regularly updated facial photos to analyse the effectiveness of the treatment on any existing wrinkles.
The data analytics firm has tapped into several significant trends in the industry with this technology alone, including growing interest in more personalised products and emerging interest in devices that help to cultivate deep learning.
Finally, sun care expert, Coty Lancaster also channelled its digital efforts into helping consumers. Its Sun Timer app monitors sun exposure and recommends when to re-apply sunscreen or get out of the sun completely.
The technology features a specifically developed timer that informs the user of their exposure while an algorithm based on an intensity curve determines every minute (at the user’s location) and the real protection of the sun cream being applied.