Cutting-Edge Beauty: How Tech Is Revolutionising The Beauty Industry
According to Google, every two days, we create as much data as we did from the beginning of time until 2003. So, how is data, combined with ever more sophisticated tech, revolutionizing the beauty industry? To find out we sat down with L’Oréal’s Head of Digital Intelligence and Data Innovation, Alexandre Emelianov.
DATA IS CHANGING EVERYTHING
Now, more than ever before, we have the luxury of being able to do in-depth research to gain insights that help us better understand consumer needs to help create even better products or services. So, how is L’Oréal doing on that front?
“We are ahead of the curve,” says Alexandre. “We saw how data could help personalise services for consumers very early, and we’ve been using it for many years to create effective on and offline experiences.”
Alexandre shares that our business strategy is also influenced by our customer’s experience, our understanding of constraints, active observation, and intuition. However, everything depends on how you interpret the information available.
“I’d say, at L’Oréal, we’ve significantly accelerated our time to market, and learnt how to overcome constraints by using the tools available to us,” says Alexandre.
INSIGHTS MAKE PRODUCT DEVELOPMENT EASIER
Because of this agility, we’ve built several applications to help our marketers spot the best-perceived features of our products and services. By interpreting this data, we can gauge market trends so we can create a story around them. What’s more, these applications give us great insight into market demands, and which of our products works well and which less well. However, according to Alexandre data is just one part of the equation.
“Data requires careful interpretation as there is a risk of causing confusion rather than clarification,” he says. “Thankfully, our marketers are experts at interpreting the large volumes of research provided, daily, by the public.”
BENEFITING FROM TECH FOR DECADES
Needless to say, data also need to be combined with the right technology. You might think that tech hasn’t been a core part of the beauty experience for most consumers. At L’Oréal, we saw the potential benefits of using tech in our industry as far back as the 1990s. Indeed, we even used image processing algorithms as early as 2005, way before it was the norm. Happily, these early experiments enabled us to provide instrumental and algorithmic skin care and hair loss analysis to millions of consumers, and taught us some great lessons.
“We’re on an exciting journey, and only time will tell how tech will change the industry,” says Alexandre. “But I believe that we will see a time of intersection of applications in human biology and a time when tech can help us develop a deeper understanding of consumer lifestyle.”
REAL-WORLD APPLICATIONS ROCK
In fact, according to Alexandre, we’re already building this future by working on a range of fascinating new AI applications including generative adversarial networks. Additionally, L’Oréal innovators use the wealth of L’Oréal knowledge to understand what our customers spend most of their time and effort on. Alexandre believes great innovation happens when technical capabilities can make real-world situations easier;
“Simplifying our customers’ lives is the most rewarding part of my work, “ he says. “I’m more excited by the idea of real-world applications than the latest academic model. So, I’m very optimistic about our current developments, and I’m sure they’ll be fun for us all.”
Now that’s a vision of the future we can all get excited about.
So bring your data-centric and data-driven mindset to L’Oréal to solve challenges that call for in-depth insights. And yes, this includes willingness to explore, stay curious and think critically. Nurturing your inner wellspring of creativity will help you tackle challenging problems. It will also encourage you to try alternative methods and inventive approaches that may help streamline the problem-solving process. There is always a way! It’s up to you to find it.
Ready for the challenge? Explore the endless opportunities with us.