Embracing digital and harnessing the potential of 3D printing, Swedish beauty and personal care brand Foreo has developed a digital make-up device, which uses facial scanning and 3D printing technology to disrupt the beauty industry.
MODA (a yet-to-be-released concept product) works in conjunction with an integrated smartphone app, which consumers use to choose, customise or upload a beauty look for the device to replicate. FDA-approved mineral make-up is then applied directly onto the face in a three-stage process: primer with SPF; foundation; and then colour (eye, lipstick, cheek) cosmetics.
Speed is a key element here. The device applies the product in under 30 seconds, catering to the modern consumer’s need for fast, effective beauty solutions. See more in Rethinking Beauty: Fast Consumption.
We first explored how 3D printed beauty could become a reality, with applications for both consumers and retailers in Rethinking Beauty: Digital Worlds. In the report, Parham Aarabi, founder of virtual tech company ModiFace, earmarked 3D printing as the next area of innovation for the beauty industry.
In an interview with Brandchannel, Foreo’s VP of Communications Justin Wang suggested beauty brands should adapt their digital brand experience to match consumer desire. “Today, 70% of beauty consumers are incorporating online research and the digital experience as part of their decision-making process – and for majority of them online is becoming the dominant channel of influence. Brands and product solutions need to follow suit to provide a meaningful digital brand experience.”
For more on this topic, and how personalised services will revolutionise the beauty industry, see our upcoming report Bespoke Beauty: New Retail Strategies, published on June 4 2015.