Beauty brand, Estee Lauder, Merges the beauty business with technological innovation.
Cosmetics company might use artificial intelligence, data analytics and 3-D printing to be apart of promoting the beauty brand.
By: Quynh Nguyen
There are many companies in the beauty industry mainstream such as Estee Lauder Co. are always looking for ways to improve their products and to promote their brand. One way is technology, by incorporating the use of technology can help them stay competitive among others that are up and coming to which are to reach the younger crowds.
For Estee Lauder, their use of such technology which includes artificial intelligence, data analytics and 3-D printing, has made them more involved in innovation. Chief information officer of the New York based firm, Michael Smith, stated that technology is one of the main key components of the company's growth and that an IT group consolidation had made it easier for teams to collaborate on technology focused experiences.
IT groups may help companies to leverage data to help spot trends early on and to respond to consumer wants and needs. Events such as, design- thinking sessions hosted by Estee Lauder at their Queens location to which many users, developers, and employees are put together to collaborate for upcoming projects. Some sessions focus on how they are able to use technology to create a unique product or experiences that make consumers interested in the brand.
Some ideas that came out of the sessions include, face scanning app to which users will receive product recommendations based on the analysis of their skin factoring in any skin conditions, while in another sessions, consumers can upload photos of a makeup look that they would like to recreate and the app will recommend similar products to achieve the ideal makeup look.
With the help of technology enabled products or experiences, it helps brands stands out to consumers and for the company to remain competitive even though brands such as "indie" brands or up and coming brands are growing fast.
https://www.wsj.com/articles/estee-lauder-revamps-it-merging-beauty-business-with-innovation-11553120039
Published on March 20, 2019
I think what Estee Lauder is doing is very innovative and different. It will probably get them far, being one of the first make up companies to eliminate un necessary products for their customers. Good post!
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