BEAUTY CARE

Hot Concepts: The Dove Intelligent Shelf

BY Antoinette Alexander

Smartphones and digital technology are no doubt revolutionizing how shoppers experience and purchase products. To stay ahead of the trend, Unilever’s Dove and Intel have teamed up to develop the Dove intelligent shelf, using Intel RealSense technology, to showcase multiple ways to use technology to sell product.

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The passive side of the display features looping video and software that can deliver insights into the effectiveness of messaging and real-time shopper data.

The active side of the display has a tablet that interacts with an app on the user’s smartphone to deliver product information. Users can take advantage of smart and personalized offers based on browsing and purchase history.

The reactive side utilizes facial recognition technology to adapt the messaging to the gender of the shopper to drive Dove products for both men and women. There also are shelves with product and infrared technology. When a shopper removes product from the shelf, a corresponding tablet will play relevant content about that specific product.

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Hot Concepts: Sephora Goes Big in Digital

BY Antoinette Alexander

Striving to be a digital leader in beauty retail, Sephora is feverishly developing new technologies. Among the most recent developments are:

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  • Beacons: Sephora will be using Beacons in stores to deliver timely, personalized alerts to clients who opt-in. Shoppers can receive birthday alerts, loyalty program updates and be notified when new trainings are happening in-store.
  • Pocket Contour: Sephora will be releasing a new digital experience in partnership with Map My Beauty, the first-of-its-kind cross-platform personal virtual makeup artist application, that takes the mystery out of contouring, a growing consumer trend in beauty. By analyzing a user’s photo on mobile, the app helps identify face-shape, and provides personalized step-by-step guidance on how to apply makeup for the perfect contoured look.
  • Augmented Reality: The beauty retailer has created its first augmented reality experience via the Sephora-To-Go mobile app for iPhone. Launching in April, customers can engage with custom content by hovering over nine brand founder faces — such as Josie Maran, Laura Mercier, Kat Von D — featured in the Sephora windows and display cases. Scanning each image will show such content options as brand founder interviews, product videos, animated GIFs, YouTube playlists and product pages on Sephora.com, all without leaving the app.
  • Sephora Flash: Sephora Flash allows customers free two-day shipping on all products. Flash is free for Rouge Beauty Insider members, and $10 a year for all non-Rouge members.

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Seasonality trends shaping future of personal care market

BY Antoinette Alexander

‘Tis the season to be — beautiful.

It is no secret that the change of seasons gives manufacturers reason to introduce colors or scents but, according to Mintel Beauty & Personal Care, there’s a much larger beauty trend at play. Enter seasonality.

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Seasonal products — innovative products that offer defense against the cosmetic and emotional effects of specific weather conditions — accounted for as many as 11.1% of all beauty and personal care launches in 2014, up from 9.8% in 2011, according to Mintel. What’s more, seasonal facial skin care launches rose from 0.5% of global launches in 2009 to 1.2% in 2014.

“Our research shows that consumers are becoming increasingly aware of — and concerned about — how changes in the environment are affecting the condition of their skin and hair. Already, beauty manufacturers have started to go beyond taking simple seasonal approaches geared to public holidays or gifting occasions and instead are taking on the elements within their product innovation,” stated Jane Henderson, global president of Mintel’s Beauty and Personal Care Division at Mintel.

As noted by researchers, the seasonality trend is looking to shape the future of the personal care market. For example, nearly half of U.S. sun care users expressed interest in gradual tanning body washes. And of the soap, bath and shower product users in the United States, some 79% of women and 60% of men would be interested in intensive moisturizing products that can be used once or twice a week.

Researchers also noted that fragrance, in particular, is well positioned to develop products that appeal to the altered emotional needs of consumers as the seasons change (think seasonal affective disorder and the winter blues). According to the data, two-thirds of U.S. fragrance users would be interested in scents that influence their mood or relieve stress, and nearly one-quarter would pay more for them. In fact, 36% of French fragrance users change their fragrance according to the season.

Going forward, Mintel believes that the seasonal approach will impact global launch programs and will extend to ingredients harvested at the most opportune time, while seasonal boosters and complementary teas and tonics will join the mainstream.

In addition, beauty companies will need to work harder than ever to show consumers that they can provide products that will be relevant throughout the year, stated Mintel, as the trend promotes a willingness to change products to suit the season, fraying ties of loyalty between the consumer and the brand.

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