Is hyper reality the future of the beauty industry?
Source：WKND
From：Taiwan Trade Center, Los Angeles
Update Time：2018/08/20
In recent times, technology has disrupted more industries that continue to progress the economy of countries.
Data-driven technology has long had the ability to acquire information and illustrate consumer patterns in ways never seen before, and the retail industry around the world has been one of the leaders of using technology to excel the consumers said “shopping experience”. What were once accessories and gaming tools, AR- and VR-driven technologies are now being introduced into the beauty industry with revolutionary breakthroughs.
When celebrity makeup titan Charlotte Tilbury launched her brand, Beauty Wonderland, at Dubai Mall last month, thousands of consumers rushed to get a taste of the new products in store. However in order to satisfy such demands, the beauty guru introduced the ‘Magic Mirror', that morphs your face to display Charlotte's 10 iconic beauty looks in seconds with a simple click.
Another pioneer of AR mirrors, ModiFace, one of the leading providers of augmented reality technology to the cosmetics industry was recently acquired by global powerhouse L'Oréal to imbibe its augmented reality and artificial intelligence tools to its 34 brands, which include Lancôme, Giorgio Armani, Urban Decay, Maybelline, and more. In addition, ModiFace, as part of L'Oréal's Digital Services Factory, will collaborate with the company's Advanced Research division while continuing to house its 70 engineers, all which are located and work out of Toronto.
This sparked the ever more popular phenomenon of using filters to alter a person's appearance.
"For those customers who like cosmetics, financial reasons or not, being able to simulate beauty products on yourself and do selfie touch-ups has no financial risk," Jennifer Tidy of Modiface told i-D magazine. "This type of technology is to empower the customer to want to purchase products, but it is also there to explore and learn more about a brand, have fun with the AR simulations and be educated on possible purchasing decisions."
Is filmmaker Keiichi Matsuda's 'Hyper-Reality' no longer a theory? As technology further advances it is important to note the progression that may come with these improvements, such as it is doing in the beauty industry.