{"id":76215,"date":"2022-11-17T16:48:15","date_gmt":"2022-11-17T14:48:15","guid":{"rendered":"https:\/\/blog.richardvanhooijdonk.com\/?p=76215"},"modified":"2022-11-29T13:28:02","modified_gmt":"2022-11-29T11:28:02","slug":"how-neurotech-vr-and-algorithms-are-transforming-the-beauty-industry","status":"publish","type":"post","link":"https:\/\/blog.richardvanhooijdonk.com\/en\/how-neurotech-vr-and-algorithms-are-transforming-the-beauty-industry\/","title":{"rendered":"How neurotech, VR, and algorithms are transforming the beauty industry"},"content":{"rendered":"\n<ul class=\"bold-list\">\n<li>Personalising fragrances with neurotech and algorithms<\/li>\n\n\n\n<li>L&#8217;Or\u00e9al\u2019s AI-based personalised colour system<\/li>\n\n\n\n<li>Virtual scents in the metaverse<\/li>\n\n\n\n<li>The research collaborations producing innovations in skincare<\/li>\n<\/ul>\n\n\n\n<p>The use of cosmetics can be traced back thousands of years to the Ancient Egyptians, who used natural resources like berries and charcoal to create primitive make-up and exfoliants. However, it was the last century that saw the most developments in the beauty industry. The emergence of foundations, mascara, eyebrow pencils, and other beauty products shaped what we now see as modern cosmetics. The beauty industry has become more accessible too, with treatments and products that were once the preserve of the wealthy elites now populating the shelves of high street shops and supermarkets. Like countless other industries, cosmetics has been transformed by digitalisation in recent years. Companies like Allure are <a href=\"https:\/\/meiyume.com\/the-future-of-beauty-in-2022\/\">using<\/a> digital technologies to improve their products and enhance the customer experience, and this trend is seeing rapid growth.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Personalising fragrances with neurotech and algorithms<\/h2>\n\n\n\n<p>Neurotechnology \u2013 or neurotech \u2013 involves the direct interaction between technology and the nervous system. While it is most commonly used in medicine, it is also being used in other sectors, and the beauty industry is no exception. Artificial intelligence (AI) is another branch of technology that is expanding beyond its initial purpose. Cosmetics companies like French beauty giant L&#8217;Or\u00e9al have started to use neurotech and AI to create personalised fragrances. <a href=\"https:\/\/www.personalcareinsights.com\/news\/loreal-and-emotiv-harness-neurotech-and-algorithms-for-personalized-fragrances.html\">Partnering<\/a> with bio-informatics firm Emotiv, the company has developed a wearable headset that can help consumers choose the perfect fragrance for them. The device uses EEG to measure the brain\u2019s electrical activity, and uses AI algorithms to monitor reactions to different L&#8217;Or\u00e9al scents and identify preferences. In the words of the head of L&#8217;Or\u00e9al\u2019s Technology Incubator programme, Guive Balooch, \u201cthe intersection of neurotech, AI, and science is an exciting next step.\u201d L&#8217;Or\u00e9al found in their research that over three-quarters of consumers prefer fragrances that evoke an emotional response, and that over half choose scents based on their moods at the time. The headset enables the identification of moods based on neuron activity, and the matching of these moods to particular scents. Emotiv\u2019s CEO Tan Le explains: \u201cRooted in science and powerful insights, this technological breakthrough will help consumers decode what fragrances are best suited to their needs.\u201d Also involved in the project is Yves Saint Laurent\u2019s international general manager Stephan Bezy, who claims that the headset enables the creation of the right personalised fragrances for an impressive 95 per cent of users. Bezy states: \u201cOnce we know which scents make people feel happy, energised, or other emotions, we can customise fragrances even more \u2013 the potential is boundless.\u201d<\/p>\n\n\n\n<blockquote class=\"wp-block-quote has-text-align-center quote-stat is-layout-flow wp-block-quote-is-layout-flow\">\n<p class=\"has-text-align-center\">\u201cThis partnership promises innovation for the entire beauty industry. This is truly the first time consumers will have access to a state-of-the-art, in-store experience that uses neuroscience to provide personalised, precise fragrance advice.\u201d <\/p>\n<cite><em>Guive Balooch, head of L&#8217;Or\u00e9al\u2019s Technology Incubator programme<\/em><\/cite><\/blockquote>\n\n\n\n<p>L&#8217;Or\u00e9al is not the only beauty company experimenting with AI. Swiss company Firmenich, for instance, has <a href=\"https:\/\/www.foodingredientsfirst.com\/news\/firmenichs-ai-formulae-generator-which-creates-fragrance-and-flavor-wins-digital-innovation-of-the-year.html\">developed<\/a> a solution called Formulae Generator, which uses data to help designers know which ingredients to include in cosmetics and food products. This enables the firm to create personalised products for individual customers. In partnership with the Swiss Federal Institute of Technology, Firmenich\u2019s scientists are digitalising scent and flavour design, and their algorithm continually learns from past ingredients and formulas. Firmenich\u2019s first AI-augmented products were launched in 2020, and the company has won the Digital Innovation of the Year award. Jury president of the award, Lukas Bar, states: \u201cFirmenich has taken a refreshing approach, which combines humans and technology in such an emotional field \u2013 the sense of smell.\u201d<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">L&#8217;Or\u00e9al\u2019s AI-based personalised colour system<\/h2>\n\n\n\n<p>The L&#8217;Or\u00e9al Group is not only using AI to experiment with scents \u2013 the company is also doing the same with colours. The Coloright system was <a href=\"https:\/\/consumergoods.com\/ces-2022-loreal-taps-ai-personalized-color-experiences\">designed<\/a> to personalise the customer experience of choosing hair dye colours, using a patented AI algorithm. It can also be used by professional salon operators to efficiently find the right colour for each client. The suitability of each product can be affected by the original colour, length, thickness, and percentage of grey in the user\u2019s hair, and the Coloright machine\u2019s algorithm analyses their hair for all of these factors. The machine then dispenses hair dye, base creams, diluters, and developers to generate a colour recipe that is personalised to that exact user. The machine can currently create over 1500 colours, and this number may grow in future. In addition to the Coloright machine, the company has also announced a new consumer product expected to launch in 2023, which allows customers to carry out a similar process from their own homes. The Colorsonic will include a reusable, recyclable formula cartridge and reusable gloves. According to Guive Balooch, L&#8217;Or\u00e9al aims to \u201cleverage science and technology to solve age-old problems for consumers, and Colorsonic is a great example of the power of innovating for consumers by innovating with consumers.\u201d<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Virtual scents in the metaverse<\/h2>\n\n\n\n<p>The transmission of images and sounds into people\u2019s homes from far away has been a familiar concept since the invention of the television and the radio. And in the last decades, we\u2019ve also become accustomed to the transmission of physical sensations \u2013 think vibrating mobile phones, video game controllers, and so on. Doing the same with smells has, however, been a much less <a href=\"https:\/\/www.bbc.com\/future\/article\/20210104-the-reason-why-you-cant-smell-television-shows-yet\">explored<\/a> concept, and one with significantly less success. Except for a few sporadic, primitive attempts in the 20th Century, major developments in virtual scent technology have only occurred in very recent years, and have not yet been widely experienced. One recent development has come from the University of Chicago\u2019s Human-Computer Integration Lab, in a project led by PhD student Jas Brooks. Brooks and his team have <a href=\"https:\/\/builtin.com\/design-ux\/scent-tech-VR-metaverse\">developed<\/a> a hardware prototype that stimulates the nose\u2019s trigeminal nerve to generate \u2018virtual smells\u2019, as well as another that does the same with temperatures. The device was designed to be used alongside VR, as a prototype of how scents could be incorporated into virtual environments. The technology could be used to allow people without a sense of smell to experience scents, to enhance virtual environments for entertainment purposes \u2013 picture, for instance, a VR video game that involves following a trail of scent to a destination. The technology could one day even have a significant impact on the fragrance industry. Imagine being able to sample a brand\u2019s different scents from home using a VR headset. The world of perfume advertising is also famously challenging, with the inability to transmit scents to potential customers being a major obstacle to advertisers. With VR, perfume adverts may one day actually be able to do so.&nbsp;<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img fetchpriority=\"high\" decoding=\"async\" width=\"1000\" height=\"667\" src=\"https:\/\/blog.richardvanhooijdonk.com\/wp-content\/uploads\/2022\/11\/rsz_shutterstock_1980211463.jpg\" alt=\"\" class=\"wp-image-76231\" srcset=\"https:\/\/blog.richardvanhooijdonk.com\/wp-content\/uploads\/2022\/11\/rsz_shutterstock_1980211463.jpg 1000w, https:\/\/blog.richardvanhooijdonk.com\/wp-content\/uploads\/2022\/11\/rsz_shutterstock_1980211463-300x200.jpg 300w, https:\/\/blog.richardvanhooijdonk.com\/wp-content\/uploads\/2022\/11\/rsz_shutterstock_1980211463-768x512.jpg 768w\" sizes=\"(max-width: 1000px) 100vw, 1000px\" \/><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\">The research collaborations producing innovations in skincare<\/h2>\n\n\n\n<p>South Korean cosmetics firm AmorePacific has <a href=\"https:\/\/www.cosmeticsandtoiletries.com\/news\/companies\/news\/22405798\/amorepacific-takes-beauty-high-tech-with-touch-sensor-uvbiometric-monitors\">funded<\/a> extensive research work, carried out largely by researchers from the Massachusetts Institute of Technology (MIT), into high-tech \u2018skin sensors\u2019 for various purposes. One development is a wearable electronic \u2018skin\u2019 that can sense various biological signals. The sensors can provide data on sweat levels, pulse, and exposure to ultraviolet (UV) rays. Unlike existing wearables, which can measure heart rate, blood pressure, physical activity, and so on, this wearable \u2018skin\u2019 needs no chip or power source to function, and is so thin that it\u2019s almost invisible. The design uses \u201cultrathin, high-quality film of gallium nitride\u201d that can vibrate in response to changes in heartbeat or sweat levels.<\/p>\n\n\n\n<blockquote class=\"wp-block-quote has-text-align-center quote-stat is-layout-flow wp-block-quote-is-layout-flow\">\n<p class=\"has-text-align-center\">\u201cIf there is any change in the pulse, or chemicals in sweat, or even UV exposure to skin, all of this activity can change the pattern of surface acoustic waves on the gallium nitride film.<\/p>\n<cite><em>Guive Balooch, head of L&#8217;Or\u00e9al\u2019s Technology Incubator programme<\/em><\/cite><\/blockquote>\n\n\n\n<p>AmorePacific also collaborated with the Ulsan National Institute of Science and Technology (UNIST) on research which has led to the development of a sensor that measures thermosensation (temperature and wetness) on the skin, which AmorePacific claims to be the world\u2019s first device of its type. In the scientific journal ACS Nano, the research <a href=\"https:\/\/pubs.acs.org\/doi\/abs\/10.1021\/acsnano.1c08993\">describes<\/a> \u201cflexible pyroresistive graphene composites\u201d that measure coolness and moisture with a smart sensor and a machine learning (ML) algorithm, before converting these measurements into data. This data can be used to inform the development of new cosmetics. During another collaboration \u2013 with Seoul\u2019s Hanyang University \u2013 a method of visualising the amount of UV on skin was developed, using a 3D, triangular mesh-based model of human skin. The framework allows the tracking of the efficacy of sunscreen products. Not only does this appear to be a major breakthrough for sunscreen manufacturers, but it could also have significant benefits for public health. Overexposure to sun is strongly linked to the development of skin cancers, with almost 9 out of 10 melanoma cases in the UK being linked to the sun\u2019s UV radiation. If the technology were to become widely accessible, the ability to monitor levels of UV exposure in real time could be a game-changer when it comes to reducing skin cancer rates, as well as other types of sun damage.&nbsp;<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Closing thoughts<\/h2>\n\n\n\n<p>The last few decades have seen huge advancements in beauty-related technology, and it looks like the next few decades will be just as significant in this regard. The rise of personalisation in cosmetics is sure to enhance the customer experience, offer opportunities to manufacturers, and change the way we see the beauty industry. The cosmetics and beauty shops of the future could be <a href=\"https:\/\/www.beautyindependent.com\/what-will-sustainable-beauty-store-future-be-like\/\">centred<\/a> largely \u2013 or even entirely \u2013 around areas where shoppers can use technology to create their own unique cosmetics. Advancements in 3D printing technology could also enable customers to do so from their own homes. Imagine if the process \u2013 already a highly personal one \u2013 of putting on make-up, perfume, and styling hair in front of the bedroom mirror also included the first step of creating the cosmetics yourself?<\/p>\n","protected":false},"excerpt":{"rendered":"<p>The use of cosmetics can be traced back thousands of years to the Ancient Egyptians, who used natural resources like berries and charcoal to create primitive make-up and exfoliants. However, it was the last century that saw the most developments in the beauty industry. The emergence of foundations, mascara, eyebrow pencils, and other beauty products [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":76234,"parent":0,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_coblocks_attr":"","_coblocks_dimensions":"","_coblocks_responsive_height":"","_coblocks_accordion_ie_support":"","footnotes":""},"categories":[2882],"tags":[],"article-type":[],"trends":[],"class_list":["post-76215","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-retail"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.6 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>How neurotech, VR, and algorithms are transforming the beauty industry<\/title>\n<meta name=\"description\" content=\"The beauty industry has seen many developments, with new, technology-led breakthroughs ushering in a new era of personalised cosmetics and fragrances.\" 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