Called ConnectBeauty, the smartphone app and connected cosmetics applicator wand collaborate to deliver a “unique and personalised” delivery of the individual consumer’s specific cosmetics products.
It does this by storing data both on the consumer’s skin type, and also on the cosmetics products they use, and analysing this data to devise a personalised instruction set for product application. This instruction set is then sent to the application wand via Bluetooth.
The technology responds to the rising demand for personalisation and interactivity from beauty consumers globally, catering to each consumer’s specific “skin type, ethnicity, age and climate”, according to the Australian company.
Through barcode scanning, in-app sales and product placement, ConnectBeauty“also links customers to global e-commerce systems, to ensure that every customer has online access to the best and most advanced products for their skin”, the company states.
Personalisation
According to the company, ConnectBeauty’s applicator technology works by manipulating “the weak forces that determine how active ingredients interact and move through an individual’s skin [and] programs the diffusion of active ingredients so they perfectly match an individual’s skin type”.
It responds to the key demand, particularly among younger consumers, for cosmetics and skin care offerings which are tailored to their unique needs and wants.
It also taps into the dominant rising trend of male grooming, with OBJ stating that it also has a similar men’s version of the technology in development.
E-commerce
The connectivity of the technology also taps into demands from beauty consumers for a more communicative and digital cosmetics experience.
OBJ notes that the app allows ConnectBeauty to offer targeted online shopping, coupled with peer reviews and advice, with managing director, Jeff Edwards, explaining that the potential success of the technology rests on the ever-rising ubiquity of smartphones among beauty consumers.
“There are currently in excess of 750 million potential consumers connected to global smartphone networks, and the ability to reach out to these people and provide the means to personalise how products interact with their exact skincare needs, represents a breakthrough in skincare science,” he says.