The trend of customers’ attention to the composition of cosmetics may go one step further in the near future. In recent years, customers have become more aware of and pay attention to whether cosmetic companies acquire ingredients and produce their products with care for the environment and living organisms. This trend is expected to develop even further in the future. With the help of mobile applications, which will provide complete information about the product, including detailed composition.
As early as 2017, Cosmetic Scan, a Krakow-based company, developed an application which, after scanning the product code, automatically analyses the composition of cosmetics for allergens, comedogenic substances, irritants, suspected of carcinogenic properties, inadvisable for pregnant women or finally prohibited for use in the European Union. The application also contains a knowledge base thanks to which the user can learn more about a given substance, e.g. learn about its function in cosmetics and in which cases it may pose a threat. Cosmetic Scan was created in cooperation with specialists in cosmetology, chemistry and dermatology. The database is constantly updated. During the first three months of its existence, 50 thousand people used the application.
Mobile applications, thanks to the use of biometric data, will also enable a closer understanding of the consumer and his needs. Already 58% of respondents confirm that modern technologies facilitate their shopping, according to Planet Retail. Soon, the search for suitable cosmetics for a specific customer will become faster, and above all, it will be a more individual process. Sephory Visual Artist application is already based on this principle, which enables customers to try out lipsticks and eye shadows virtually and to choose the most appropriate colour depending on the colour and properties of the user’s skin, as well as to buy it later. A similar solution was used by Lancome company, which together with Perfect Corp. created a series of YouCam applications also based on AR technology (augmented reality), which give the possibility to make purchases from the application level.
Semilac, a manufacturer of colour cosmetics known mainly by hybrid varnishes under the same brand name, has introduced an interactive tool for virtual make-up.
With the help of Augmented Reality and the brand’s social profile pages, clients can and do “superimpose” eyelid shadows, cheek roses and lipsticks selected from the brand’s entire portfolio. All they need to do is run a camera on Facebook.