Mobile applications, or how new technologies are changing the beauty market

31 Jan 2018
Politech
Elias Bittan

It is said that one of the greatest concerns in the 21^stcentury is that we might eventually become unable to keep abreast of the rapidly changing world. Technological progress also forces manufacturers to keep up, adjusting what they offer to meet the latest trends and consumer requirements.

For Polish clients, shopping online or being able to look the technical specification for any product online used was a novel thing not that long ago. Since that time the market has undergone a change from regular websites to responsive and mobile versions. Mobile applications are king now, and they continue to conquer new industries. 2017 was a year of victories for smartphone software – including software related to the beauty product industry.

Mobile apps gain new ground in commerce

According to a study by mgenerator.pl, 25% of online shops offer a mobile website or a smartphone app that enables mobile purchases to be made. This percentage is likely to continue growing, considering the success of apps like that from Allegro or the AliExpress Shopping App. Manufacturers’ opinions also confirm this, with 79% of them believing that mobile solutions increase sales potential. Undoubtedly, the company which enjoyed the greatest success in the Polish mobile apps market last year was the drug store chain, Rossmann. Its comprehensive marketing actions resulted in the app increasing its user reach from 0.5% to 14% by the year end, becoming one of the most popular smartphone applications in the country.

Utilising mobile applications in the beauty products industry

Technological progress and the willingness of customers to make informed shopping decisions has resulted in many new apps popping up. However, these apps are relatively rarely developed for cosmetics companies. CosmeticScan is an interesting case, an app which uses your phone’s camera to scan the barcodes of beauty products. Within seconds you gain access to all the available information about the product, its ingredients and whether it is safe to use. Using a few simple pictures and descriptions, the app’s developers allow the listing of allergens and harmful substances that may be present in the given product. The app also links to websites where you can buy the product you are looking for.

Such applications are common, with Perfect Beauty or CosmEthics as typical examples. The former is more oriented toward user feedback, while the latter links to websites containing product reviews or Wikipedia articles, as well as scientific papers on how particular ingredients work.

Makeup apps, or how to make use of Augmented Reality

Makeup apps have taken the market by storm, and are actively supported by beauty companies. Many companies want their products to be on the list of testable products. Such apps utilise Augmented Reality, which combines what you see with virtual elements. By using your phone camera as a mirror, they allow you to precisely apply a virtual layer of your product of choice. In this way, you can determine whether a particular lipstick, eyeshadow or even hair dye really suits you.

ModiFace is the most popular app of this type, containing products available at Sephora, including products by L’Oreal, MAC, Smashbox, Estee Lauder, Clinique and Bobbi Brown. Of course, the app also enables you to directly purchase the product that you like most. ModiFace was awarded the App Store Best title in 2017. Parham Aarabi, the owner and creator of ModiFace, offers a simple explanation for his success, claiming that it is the tremendous impact of ModiFace on sales volumes that serves as the main argument for cosmetics manufacturers to use mobile apps, as well as new technologies in general.

NFCap

The packaging industry is not far behind when it comes to implementing new technologies. The NFCap is a good example (the name is a combination of NFC and the word “cap”). Such caps come equipped with a chip that, when close to an NFC-enabled device (the tech normally used for contactless payments with your phone), will display information about the product and take you to the producer’s website. There you can read information about the product and confirm whether what you are holding in your hand is a genuine article. You can also proceed to the online shop, where you can buy the product.

M-Commerce on the rise

Mobile shopping is one of the top consumer trends on the Internet right now. Companies which developed appropriate sales platforms and mobile apps a few years ago are now reaping the benefits. In 2015, the total value of the Polish online sales market amounted to approx. PLN 30-36 bilion. The mobile market was part of that, amounting to approx. PLN 2,5 bilion.

Widespread Internet access, customers who admit that they spend more online and the rapidly growing augmented reality market are perfect conditions for developing mobile sales. It is important to remember, however, that the path to purchasing something via a smartphone is not always simple for the customer, even using the best designed apps. The most commonly-mentioned issues related to mobile purchases include: payment safety concerns, problems with filling out forms, fonts being too small, as well as the payment method itself. Phone manufacturers attempt to solve the latter issue by introducing payments utilising fingerprint scanning. Synchronising your bank account with your fingerprint can speed up the development of mobile payments, if only consumers can be convinced to give the technology a chance.

Manufacturers looking far ahead

Though mobile shopping is still far from perfect, it does not mean that companies do not intend to utilise it. In fact, the largest companies look even further into the future, trying to discover what they will need to focus on in the post-smartphone era. According to Stephane Berube, L’Oreal’s Chief Marketing Officer for Eastern Europe, the next focus is sales via voice assistants, such as Amazon Echo and Google Home.

“Talking computers”, in addition to operating synchronised devices and answering various questions, will also help you choose the right makeup for the day. They will provide you with advice on what cream to use and which perfume is the best fit for the occasion. The latest voice assistant models also come equipped with displays and cameras. Make-up apps such as ModiFace work great with display devices, such as Amazon Echo Show. That international giant, Coty, has already launched a collaboration with Amazon, with the goal of developing its own app, titled “Let’s Get Ready”. The fact that cosmetics and perfume producers actively work with new technology pioneers serves to illustrate the direction in which the market is headed, and how important mobile devices and other technological novelties will become in the future.

Our own tool shop – a huge advantage in the industry!

Creating production injection moulds in a facility without a tool shop is a huge challenge. Managing a company department that must simultaneously secure ongoing production and create new moulds may generate delays and many other unforeseeable events. Ultimately, however, the development of our company in this direction is proving to be very beneficial, as it gives us unlimited control over the whole process – from the idea to the finished product. So how do we use this competitive advantage at Politech?

Does Slow Life affect the cosmetics market?

Stress, putting our professional life before private matters, constant haste in all daily activities, eating on-the-go, a lack of sleep, no time for our family… These things are typical of contemporary times. And it is precisely them that the increasingly popular Slow Life lifestyle is supposed to counteract. Its characteristics are becoming noticeable in many areas of life as well as in various industries. Similar trends can be observed in the cosmetics market, where both the producers and the consumers are heading towards Slow Life.

Trends or production capabilities – What are the factors that change the packaging market?

What can change the packaging market? Is it the projects of creative trendsetters? Or perhaps the development of production technology?

Not only the packaging industry - Metallization around us

As a society, we are used to the fact that we are surrounded by plastics far and wide. Sometimes, however, “plastics” are hiding from us so well that at first glance we cannot judge whether they are not by chance made… of metal.

Trade fairs – why is participating in them beneficial?

Trade fairs were once events where business people, company representatives and employees met in order to make important business decisions. Although trade fairs today serve a completely different function, their value should not be underestimated. Why is taking part in trade fairs beneficial?

Why is the luxury products market constantly growing?

The belief that in the past people did not dream about having luxury goods and products made by “known brands” is certainly mistaken. The wealthy often boasted about having fabrics imported from India, perfumes from France, or suits sewn by the best tailors. All kinds of such luxuries were, however, reserved only for the richest social groups.

Bespoke production is beneficial for the customer

Politech offers standardised products such as caps for perfume bottles, rings and jars for cosmetics. Every item and even individual parts of the items may be ornamented using the following methods: vacuum metal coating, UV varnishing, hot-stamping or full body colouring. Other options available: matt finish, glitter or pearl effect. That way, the range of possibilities is really huge and if we sold stock products, it would hamper the imagination of our customers and limit our development.

Shopping for the right perfume

Perfumes perfectly complement our personality and look, make us more courageous and catch the attention of those around us. They give us that special something that makes us stand out, that sets us apart. Good perfume is pricey, and if we want to spend a specific amount on it we should make a choice that we will not regret and that will have a positive effect on how we are perceived by others.

2019 Consumer trends – what can we expect?

Trends in different sectors of trade and life in the 21st century are changing ever more rapidly, leaving consumers trying to keep up. Of course, those companies that move with the times and quickly adjust their products to trendy colours, patterns, textures, scents, and most importantly, consumer behaviours, expectations and experiences, benefit from doing so.

Packaging + Weight = Luxury?

At some time or other we have all taken something in our hand, only to discard it as tacky, shoddy or too simplistic for our tastes. The same applies to the packaging used for cosmetics, or its parts. Heavy packaging with thicker walls is considered sturdy and more luxurious by customers.

Winter cosmetics – How can they protect the skin?

Although many people still prefer to use one product for all seasons and situations, the more we become aware of the changing needs of our bodies, the less we tend to stick to that single choice.

Illumination and packaging appearance

The appearance of any packaging plays a key role in the shopping process for the customer. What is more, consumer decisions are made in several dozen seconds, with only a few being spent on looking at a single product. The process of ensuring that our goods are the ones that attract the eye of the customer for longer begin with the development of the packaging.

Made in USA

When, at the beginning of the 20th century, someone managed to travel to the United States, it seemed as if they had touched the edge of heaven. In the post-war years of communism, it was no easier to leave the country, and the things brought from across the ocean were becoming a kind of artefacts.

Not just cosmetics, the number of applications of surlyn is increasing

The ethylene ionomer with a trade name “Surlyn” was developed as early as in the 1960s. However, almost 60 years on the market did not make it obsolete. More and more industries have noticed the advantages of this material and use it in a very creative way.

Marketing descriptions of perfumes - Can words express a scent?

According to one of the most important rules of marketing, a seller should not offer their clients a product, or rather a feeling, experience or dream which the product can accomplish. This rule is well known to perfume manufacturers who certainly do not offer water that smells like orange and ginger but “an oriental and tropical sensation that every strong man who wants to keep it natural needs.”

Relaxation cosmetics - A new type of cosmetic?

Consumers work increasingly longer hours and live in a much greater rush than ever before, hence their longing for a moment’s respite that would allow them to focus on themselves and regenerate their tired mind and body. Massage, spa, beauty and wellness parlours are capitalising on this need.

What does the packaging say about the value of a product?

It might seem that product packaging always corresponds to the value of the commodity. In reality, however, form often alludes to the taste, smell or composition of the product or to abstract values rather than to the actual quality of the content. How to properly select the packaging for a product so as not to let down the expectations of consumers?

Instant Beauty - What is it all about and how can you use it?

Although Slow Life continues to be one of the most influential trends in the consumer market, there is also a large group of people who have a different approach to life. This group of consumers chooses cosmetics with great care, assessing their composition. They also have certain requirements related to life in a constant hurry. Instant Beauty expects quick results, 3-in-1 cosmetics, and products combining care cosmetics with colour cosmetics.

How France became the perfume capital of the World

Sophistication, sensuality, luxury, beautiful scents and chic. Why is it that France is associated with these values? Why is it that French perfume is also associated with these qualities? Is it because of the unique plants and climate, which influences the locally-grown perfume ingredients? Perhaps it is so because the French have the best “noses” in the world? Perhaps there used to be real reasons for this, but the advantage of French perfume today only extends to marketing?

The future of online cosmetic sales

The cosmetic market is one of the fastest growing industries in the world. The pace of growth is set by Asia, generating up to 35% sales in this market segment. Global cosmetic sales have been increasing by 6–7% annually thanks to the rising level of hygiene standards and growing consumer awareness, accompanied by increased distribution.

Do these ingredients really work magic?

Customers are ready to test almost every novelty in the hope of finding a product to satisfy their needs. On the other hand, producers are looking for recipes targeted at the most demanding consumers. For thousands of years, the beauty industry has been looking for ‘miraculous’ ingredients.

Cosmetics and perfume packaging - Colours and culture

This is not the first time we have focused on the importance of colour in our articles, including those we publish in the industry press. This time, however, we would like to delve into the relations between colours and particular cultures.

When perfume masked other scents…

The history of perfume involves more than stories about ancient incense and associated rituals, or the most well-known fashion brands and French manufacturers from Grasse, where tons of flower petals and herbs were transformed into perfume. Unfortunately, it is also a story of filth, stench and very strong aromatic oils, the purpose of the latter being to mask the other, less pleasant smells.

Plastics and ecology

One of the biggest ecological conflicts of our time concerns polymeric materials. We are surrounded by plastics and a lot of them stay with us longer than we would like. The dispute regarding plastic waste continues, and it is their producers who are often blamed for it. Should they be?

How to reach your target group - Cosmetics for teenagers

Targeting, choosing the target group, and looking for a product niche refers to one particular issue. In order to really understand those terms, it is worth describing them using a specific example, such as cosmetics for teenagers. While creating a new cosmetic line, a company should accurately identify the recipients of their products and select the proper means of communicating with this group.

About creating glass packaging and our cooperation with Heinz-Glas Działdowo

After years of collaboration, relations between business partners begin to look routine. However, Politech is curious about the world and eagerly discusses issues related to cooperating companies. This is why we decided to conduct a short interview with Monika Kosmala-Sójka, Sales and Marketing Manager in HEINZ-GLAS Działdowo.

Only for the eagle-eyed - Perfumes in films

Perfumes are designed to captivate with their scent; however, we have known for a while now that we often judge them by their packaging, even before smelling them. Perfume brands have been trying to reach their clients by changing the visual forms of their perfumes, using different methods. Newspaper ads, billboards and TV commercials are just a part of it. Sometimes we may see perfumes in films. Is their presence on the silver screen accidental?

Cosmetics for babies - Iconic brands and increasing consumer awareness

When creating a series for babies, cosmetics producers seem to have reached fertile ground. Parents willingly use protective products for their children in order to ensure proper development without any skin problems. Caretakers are, however, a more and more aware target group and their requirements of products are still growing. The question is, is it worth entering the market of cosmetics for babies?

How to redesign your packaging?

The preferences of consumers change as quickly as anything in the world around us. Consumer trends can no longer be divided into decades but rather single years, and, in certain industries, even by season. So it is no wonder that companies that are trying to keep up choose rebranding, or at least the gradual revival of their packaging design.

Perfume - For more than the body

The first thing that comes to mind when we hear the word perfume, is applying a fragrance to our body, usually as a spray, in order to smell unique. The purpose of this ritual is to improve our overall appearance, mood and sense of self-esteem.

Specialised packaging – How broad is the term?

Some substances require a little more attention than others. The reasons are varied. Sometimes a specific temperature must be maintained, on other occasions greater container strength is needed. At other times, the shape must be specially adapted to the form of the material carried inside, while sometimes not only is product safety of concern, but also that of people in its vicinity – as is the case with hazardous agents.

Vegan cosmetics, not only for vegans!

One of the hottest trends of the last few decades… More than just fashion… It is a lifestyle whose fundamental rule is to “minimise cruelty”. A radical type of vegetarianism. Of course we are talking about veganism, which is rapidly changing more and more industries.

Elias Bittan
Topic Entry
English
Created 31 Jan 2018
Modified 05 Feb 2018
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Mobile applications, or how new technologies are changing the beauty market

Mobile apps gain new ground in commerce

Utilising mobile applications in the beauty products industry

Makeup apps, or how to make use of Augmented Reality

NFCap

M-Commerce on the rise

Manufacturers looking far ahead

See also

Our own tool shop – a huge advantage in the industry!

Does Slow Life affect the cosmetics market?

Trends or production capabilities – What are the factors that change the packaging market?

Not only the packaging industry - Metallization around us

Trade fairs – why is participating in them beneficial?

Why is the luxury products market constantly growing?

Bespoke production is beneficial for the customer

Shopping for the right perfume

2019 Consumer trends – what can we expect?

Packaging + Weight = Luxury?

Winter cosmetics – How can they protect the skin?

Illumination and packaging appearance

Made in USA

Not just cosmetics, the number of applications of surlyn is increasing

Marketing descriptions of perfumes - Can words express a scent?

Relaxation cosmetics - A new type of cosmetic?

What does the packaging say about the value of a product?

Instant Beauty - What is it all about and how can you use it?

How France became the perfume capital of the World

The future of online cosmetic sales

Do these ingredients really work magic?

Cosmetics and perfume packaging - Colours and culture

When perfume masked other scents…

Plastics and ecology

How to reach your target group - Cosmetics for teenagers

About creating glass packaging and our cooperation with Heinz-Glas Działdowo

Only for the eagle-eyed - Perfumes in films

Cosmetics for babies - Iconic brands and increasing consumer awareness

How to redesign your packaging?

Perfume - For more than the body

Specialised packaging – How broad is the term?

Vegan cosmetics, not only for vegans!

Why is the luxury products market constantly growing?

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