UX and the Cosmetics Industry
I have never been able to put words to what I want to do. I have always been creative and good at solving problems. I loved psychology and even considered studying it in college, but decided to get a business degree instead.
It wasn’t until discovering the CMCI Studio program that I realized UX was a potential career path. I was intrigued by the blend of psychology, design, and business. Even then, I still wasn’t sure it was the right path for me. The past few months have been an uphill battle, but I can slowly see the pieces coming together. I love apps and other digital projects, but I find myself most interested in UX in a more tangible form. Whether it be through the design of physical spaces, products, or events, it is astounding how the principles of user experience can be applied to so many of my interests.
My enthusiasm for the business of makeup is something often underestimated by the masses, often laughed off as a vain hobby or niche interest, but the cosmetics industry is no joke. According to Forbes, it is a $445 billion industry. Moreover, it is an industry where women are beginning to dominate in technology. For example, five of the six tech-leadership positions at Sephora are held by women.
Recently, I have been exploring lipstick packaging for my critical making class. The research I did was extremely inspiring- it made me realize UX is present across every industry. Makeup, in particular, is such an intimate, experience-oriented process for users. The challenges presented by this are unique. From innovative packaging to augmented reality makeup application, it is an industry thriving with potential for UX designers.
Perhaps this is why traditional brands like Revlon are suffering- failure to adapt to a user-oriented society. Brands like Glossier, which was founded on user feedback, are growing rapidly. As the market begins the change, there are more and more opportunities to apply UX strategy to the cosmetics industry.
Digital Experiences
MAC Cosmetics, Target, L’Oréal, Sephora and NYX are among many brands to have recently invested in virtual “try-on” makeup platforms. Sephoras AR experience, called Sephora Virtual Artist, for example, allows users to try on different shades, application styles, and full looks. There are even built-in tutorials and recommendations based on the users coloring and facial structure. This educational model is popular among brands; Benefit recently released an app called Brow Genie that teaches users to create the perfect brow.
This technology is mostly provided by Modiface, a tech company recently acquired by L’Oréal. Beyond digital try-on, they also have smart mirrors that allow you to try products on in-store and evaluate how a product will react with the tone and chemistry of your skin.
Brands are also exploring how technology can deliver a personalized experience to consumers. Shiseido is preparing to launch Optune, an IoT connected device that tracks weather, mood, and skin condition and deploys custom skincare formulas instantly to users.
Unique Products
One common theme in this category is developing for women on-the-go. I am currently working on a project on Pocket Palette, a single use makeup palette that is the size of a business card, developed from the simple insight that carrying around makeup to touch-up with is bulky and inconvenient. Similarly, The Sphynx is a portable razor for on the go touch ups, complete with a blade, shaving soap and water. Wander Beauty is an entire brand oriented around travel-friendly beauty items.
Unique Delivery
Brands are also exploring new ways to deliver beauty experiences. Fragrance Bar Jo Loves recently launched Fragrance Tapas, an experience where users are served 4 unique scent profiles by a “perfume genie.”
The Bite Beauty Lip Lab, which I based my last critical making project on, allows users to participate in the process by making their own lipsticks. They work with a color specialist to develop the perfect shade and finish as well as add custom scents and flavors.
Samples are ubiquitous in the industry, consumers like to try before they buy. The current challenge is creating sample products that mimic the same user experience provided by full-size products. Another similar issue I am interested in exploring is how to make in-store testers more hygienic without ruining the hands-on, playful experience. For example, check out this experimental Sephora store- what an awesome example of omnichannel UX.
Inclusive Beauty
Recent controversies regarding diversity in the beauty industry are driving companies to manufacture products for all skin tones. This shift (although moving slower than one might hope) will require brands to take a deeper look at who their users are and what they actually want- a welcome change in an industry that has historically neglected minorities.
UX and beauty are even present in the accessibility space. Procter & Gamble recently announced its plan to include textured labels on Herbal Essences shampoo and conditioner bottles to help visually impaired users differentiate the products.
In the end, what does this all equate to? My dream job has been under my nose all along. The beauty industry is the epitome of beauty and function, a perfect convergence of UX, Brand Design and Product Development. In my humble opinion, understanding how women (and men) actually use makeup and providing UX oriented products will be what sets beauty brands apart in the near future.
