How beauty brands are innovating with customised services for men


Men can now get advice online thanks to smart skin diagnostics. Photo: AFP

The trend for personalisation in the beauty industry isn't just about women. Aware of the market potential men represent, as they seek increasingly well-groomed looks, brands are innovating with customised services.

These include online skin diagnosis, designed to determine the needs of each individual thanks to artificial intelligence, all while bringing the age of smart beauty one step closer.

The rise in online shopping since the first Covid-19 lockdown has pushed many beauty brands to reinvent, and to multiply services available quickly and remotely. This has been seen with the rise in virtual makeup testing services, from back in 2020.

But also with the emergence of a new kind of advisor, morphing from physical to virtual, or with artificial intelligence, on a mission to improve the shopping experience online... and in store.

Because brands have understood that, while digital technology is obviously essential online, it now appears to be becoming essential in store for a more seamless, and above all personalised experience.

Demand is such that innovations in beauty tech are now landing thick and fast, offering consumers customized experiences accessible in just a few clicks.

Read more: Beauty is everyone's business? How makeup is no longer just a woman's thing

Women's beauty is leading the trend

Women are already taking advantage of the various advances made in the field of beauty tech, and have been for at least three years or so.

From home-based light therapy to smart cleansing brushes, skin diagnosis, or tools to find the perfect shade of foundation or a new perfume. There are now many services tailored to help women enjoy a personalised experience in the beauty sector.

And if some of these innovations are in essence unisex, it is clear that most of them are being offered by women-centric beauty brands, such as Lancome with its Skin Screen And E-youth Finder, or Make Up Forever with its Shade Finder.

Although social norms have been evolving over the last few years, with a boom in men's cosmetics worldwide, the proliferation of men's beauty salons, or even gender-inclusive makeup brands, new technologies are still struggling to adapt to this booming market.

However, according to a report by Persistence Market Research, demand for men's skincare products grew by 5.7% between 2017 and 2022 worldwide, and is expected to continue to rise by 2033, with an annual growth rate of approximately 7.5%.

This will likely motivate brands to innovate in the skincare sector to meet this new demand.

Read more: Six-pack abs, nice skin, full head of hair? How men fret about their looks too

Skin diagnostics for men

As such, 2023 could well be men's year, in the beauty industry, at least. If the world of men's skincare was lagging behind, brands are now focusing their efforts – in addition to sustainability – on a more targeted, specialised, if not co-ed, offer.

But it's one men's skincare label, Bulldog, that is now innovating in the field of personalisation.

In the UK, the brand has just unveiled its Skin Advisor, an artificial intelligence-based tool that allows men to get bespoke skincare recommendations.

Accessible on the brand's website, this new tool is easy to use. All you have to do is register online and answer a series of questions about your needs, your skin type, and add a location to take environmental factors into account.

Last but not least, a selfie allows the user to perform a complete skin diagnosis remotely. Once all the parameters have been taken into account, users not only get information about their skin, but also a customised skincare routine.

This technology is not new, but for the first time, it stands out for its focus on addressing men's needs, while reflecting the growing interest in skincare for men. – AFP Relaxnews

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beauty , trends , skincare , men


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