Beauty Brands Leverage Algorithms For Disruption
In the ever-evolving era of technology and digitalisation, all the industries are witnessing a paradigm shift in the purchasing habits across customers. One such leap can be simply seen in the beauty industry, helping them effortlessly cater to the demands of their users. Some beauty brands successfully take the pulse of its smart audience by offering a plethora of unique solutions using algorithms and artificial intelligence.
Customers eagerly want to try products which are tailor made to suit their specific, unique preferences and perform to solve for their specific concerns. By addressing their genuine needs, beauty and personal care brands can accelerate positive momentum around the core offering and derive exponential growth amidst cutthroat competition in the market. This further helps them in deep-rooting their market capitalization and edging past their rivals using the latest technology.
From the customers’ perspective, they don’t have to search across store racks or scroll endlessly over the web to find a suitable product that solves their concerns. Nor do they have to go through trial and error personal care and spend big bucks to find a product that suits them and solves their concerns. All they need to do is just simply help the brand understand their unique profile, for eg. say hair type, scalp type, problems they face with hair care, the results they’re looking for and leave the rest on the brand’s tech. Some of these brands have even started formulating according to the customer’s unique profile, location, lifestyle and door delivering these customized products to their users.
Such brands also help customers track and review their progress frequently and accordingly keep tweaking their customised formulations to better suit the customer’s changing needs and lifestyle.
Subsequently, the modern-day customers are going compact to have one or two genuinely effective products rather than ending up having hundreds of them carrying no significant benefits. This validates the concept of ‘quality over quantity’ from the point of view of the end-user and aids them in helping out to solve their skin problems with a few multi tasking products which help them achieve visible, long lasting results.
This process also turns out to be much more time saving as well as cost-effective for the users at the same time. The digitalisation of commerce comes with one of the most significant purposes of providing ease to their customers. And the algorithms have taken it to a further level while assisting the people out there.
Moreover, there’s always a thrill involved while the users are entering their needs on the software. With an urge to know what product comes out, people might love to give it a try. This not only helps in increasing the sales of the company but also boosts their digital traffic with unique and authentic visitors.
Adding to benefits for the brand, an extensive investment is made in the Research and Development sector which might help them dismantle the competitors in the long run. The technology-aided process also helps them in building a better relationship with their consumers via one-to-one interaction.
As rightly said that the future is AI and technology-driven, the beauty brands have already started leveraging algorithms to disrupt the industry. To further mention the least, this will continue to observe gigantic growth in the coming years as well.
(The author is Rohit Chawla, CEO & Co-Founder, Bare Anatomy)
