L’Oréal is honing in on the trend for personalization in beauty with the launch of CUSTOM D.O.S.E at SXSW today, a technological service that can scan and evaluate an individual consumer’s skin and create tailor made serums as a result.
Developed for L’Oréal-owned skincare brand SkinCeuticals, D.O.S.E will act as a personal skincare lab, says Guive Balooch, global VP of the French conglomerate’s Technology Incubator, who worked on the project. “D.O.S.E acts like a mini skincare laboratory, combining lab grade formulation and factory grade manufacturing into a machine that sits on the counter. As we pursue our mission of beauty for all, we are inspired by the challenge of using technology and design to create innovative beauty experiences custom made for each consumer,” he says.
D.O.S.E’s pioneering technology is able to mix active ingredients – chosen to target the appearance of ageing skin, including specific issues such as wrinkles and discoloration – into a single serum. During the production process, a compounder can mix ingredients precisely drop by drop, combining active ingredients that historically were not able to be mixed outside a factory setting. This means skincare professionals can administer individual serums, for which through research L’Oréal has developed dozens of combinations for. To develop the service, the beauty giant researched more than 250 unique skin types.
“Our customers are consistently concerned with skin aging and discoloration, among various skin conditions that require a personalized approach to address them,” said Christina Fair, general manager of SkinCeuticals. “The D.O.S.E technology empowers skincare professionals to co-create personalized formulas that address patients’ unique skincare needs on the spot, in minutes. We’ve created a better ecosystem for them to offer enhanced experiences for their patients using technology to address specific skin concerns.”
The D.O.S.E experience begins with a one-to-one consultation with a professional who can advise the customer on the most relevant active ingredients to suit their skin. Following the assessment, all data is transferred to a D.O.S.E machine that mixes and dispenses the serum ready for use. Bottles are addressed with custom labels that include an expiration date and barcode for reordering.
The March 8 launch, hosted at media platform Fast Company’s Grill house during SXSW, is also showcasing L’Oréal Professionnel’s Style My Hair app, which suggests real-time 3D hair color services, as launched in January this year. Additionally on display is the Lancôme Le Teint Particulier custom blend foundation experience, which similarly to D.O.S.E begins with an expert consultation and ends with a made to measure formula that is blended at point of sale.