CES underlines how beauty companies are investing in tech

By Simon Pitman

- Last updated on GMT

CES underlines how beauty companies are investing in tech
Technology is continuing to play a bigger part in the beauty industry, and this is really being emphasized by the product launches at this year’s Consumer Electronics Show, in Vegas.

The fast pace of the cosmetics and personal care industry and the fact that it is very much trends driven makes technology the perfect partner for this sector, and some of the biggest names in the industry have been showing off the results of their investments at the event.

Names such as L’Oréal, Proctor & Gamble and Neutrogena were all touting newly launched technology on the show floor at the Mandalay Bay Conference Center, in Las Vega, held from January 8 – 11.

This year the event touched significantly on health, wellness and beauty, with a dedicated conference slot on January 9th​ called Beauty and Tech, that featured guest speakers, Prama Bhatt, SVP of digital & e-commerce for Ulta Beauty, Alice Change, founder and CEO of Perfect Corporation and Jessica Pels, editor-in-chief of Cosmopolitan.

P&G upgrades Olay Skin Advisor tool

Beauty apps have come a long way in recent years and with the competition getting stiffer big players like Procter & Gamble are realizing they have to constantly invest in these technologies to stay ahead, which is why the company unveiled additions to its Olay Skin Advisor tool.

Designed to advise consumers on the condition of their skin and how to keep it in optimal health, the new tool is called Olay Future You Simulation.

It has been designed to incorporate algorithms that demonstrate how the skin might like in years to come given various outcomes that incorporate different treatments or no treatment at all.

All about the wands

The Olay brand is also being used to market a smart wand that provides targeted electromagnetic treatment and analysis that work with an accompanying app, serving to target key areas of the skin that are damaged or in need of specific treatment.

The wand taps into  the trend for personalized skin care and helps to optimize skin care routines by targeting treatment where it is most needed.

Procter & Gamble was also debuting a wand created under the Opté name. It has been designed to optimize color cosmetics effects, enabling user’s to apply mineral pigments on dark spots through the incorporation of a built-in scanner, camera and microprinter.

L’Oréal uses technology to personalize

The world’s biggest cosmetic player unveiled a wearable adhesive sensor that serves to track a skin’s pH in real time.

The device also taps into the personalization trend and serves not only to help track the general health of skin, but also could help to treat dry skin related issues such as eczema.

The developers claim that the device can measure the skin’s pH level in as a little as 15 minutes, a measurement that was previously very difficult to take, requiring a considerably longer time and sample analysis.

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