Published on
Updated
Reading 3 mins.
Personalization is not the exclusive domain of women in the beauty industry. Aware of the market represented by these gentlemen, in search of an ever more well-groomed look, brands are innovating with tailor-made services, such as online skin diagnosis intended to know each person’s needs thanks to artificial intelligence. One more step towards ever more connected beauty.
The rise of online commerce since the first confinement has prompted beauty players to reinvent themselves, and to multiply the services available quickly and remotely. We have seen this with the proliferation of virtual make-up fitting services from 2020, and the emergence of new types of advisers, going from physical to virtual, or equipped with artificial intelligence, to improve the experience of buying online… and in-store. Because brands have understood it, digital is obviously essential online, but it is also becoming essential in stores for a more fluid and above all personalized experience. The demand is such that innovations now follow one another in beauty tech to offer the public tailor-made experiences accessible in just a few clicks.
Feminine beauty, one step ahead
For once, women are already benefiting, and have done so for at least three years, from the advances made in the field of beauty tech. From light therapy at home to connected cleansing brushes, including skin diagnostics, or tools to find the perfect foundation shade or perfume… Today, there are many services to allow women to benefit from a personalized experience. And if some of these innovations are intended to be unisex in essence, it is clear that most are offered by feminine beauty brands such as Lancôme with Skin Screen or E-youth Finder or Make Up Forever with its Shade Finder.
Although social norms have continued to evolve in recent years, with a boom in men’s cosmetics all over the world, the proliferation of men’s beauty salons, or even mixed make-up brands, new technologies are still struggling to s adapt to this booming market. However, according to a report by Persistence Market Research, the demand for men’s grooming products grew by 5.7% between 2017 and 2022 globally, and is expected to continue to climb by 2033 with an annual growth rate set at around 7.5%. Enough to motivate brands to innovate in the skincare sector to meet this new demand.
Male skin diagnosis
2023 could well be the year of men, at least in the beauty industry. If they were lagging behind in the world of male skincare until now, brands are now deploying their efforts – in addition to the axis of sustainability – around a more specialized, if not mixed, offer. But it’s a men’s skincare label, Bulldog, which plays the innovation card in terms of personalization. In the United Kingdom, the brand has just unveiled Skin Advisoran artificial intelligence-based tool that allows these gentlemen to obtain personalized care recommendations.
Accessible on the brand’s website, this new tool is easy to use. All you have to do is register online, and answer a series of questions about your needs, your skin type, and add a location to take environmental factors into account. Last step and not the least: the selfie which allows you to carry out a complete skin diagnosis remotely. Once all the parameters are taken into account, men not only get information about their skin, but also a tailor-made care routine. A technology which, although it is not new, is distinguished for the first time by its desire to address men only, and which testifies to the rise in power of skin care for these gentlemen.