The Future Of Beauty Is On Display At CES(CNN)

photo by Olay

FaceWand by Olay

The article first appeared on the CNN.

Beauty companies want to bring high-tech solutions to your face.

Companies such as Procter & Gamble, L'Oreal and Neutrogena have descended on the Consumer Electronics Show in Las Vegas to show off beauty gadgets, apps and the future of their stores.

Considering the beauty industry is more guided by trends than any other fast-moving consumer goods sector, according to Nielsen data, it's no surprise brands are increasingly turning to tech to stay competitive. The global cosmetics market is expected to reach $863 billion by 2023, up from $532 billion in 2017.

Procter & Gamble is announcing a new feature in its existing online Skin Advisor tool that tells users how old their skin looks. Called Olay Future You Simulation, it uses an algorithm to show users what their skin and face will look like in the future under different scenarios, such as not wearing sunscreen regularly.

Olay's new Smart Wand provides targeted electromagnetic treatment and works with an accompanying app. It promises to "personalize and optimize" skin care products to a user's specific issues. The app syncs with the wand to push a product into the skin and target certain problems.

The company said it believes consumers are looking for "deeply personalized experiences and products."

L'Oréal is putting resources behind personalization, too.It unveiled a wearable adhesive skin sensor that tracks skin pH in real-time.

Some research suggests a link between pH and inflammation, so the device intends to provide a way for people with conditions like eczema, dryness and acne to test and monitor them. The process of measuring skin pH typically requires costly equipment and a large amount of sweat. The makers of this new device claim to be able to give an accurate pH reading within 15 minutes by using the sensor's micro-channels to capture trace amounts of sweat.

The device, My Skin Track pH, will become available at dermatologist offices some time this year.Eventually the product may be sold directly to consumers. It was co-developed with L'Oreal's skincare brand La Roche-Posay.

Meanwhile, Neutrogena has a new product called the MaskiD, a device that users can attach to their phones to analyze their faces. The device measures the size of a user's face and then creates a custom mask to fit, along with targeted treatments. Each mask has a unique shape and color patterns for different skin needs.

Read the full article on the CNN.

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