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Vote for us at SXSW: The future of connected beauty

L'Oréal My UV Patch
L’Oréal My UV Patch

In 2019, TheCurrent will be returning to SXSW in Austin, Texas – but we need your support! Beyond gathering insights and producing events like podcast recordings, we are aiming to host three panels. But we can only get on the official schedule with your vote. And today is your last chance to do so!

One of our panels, “The future of connected beauty”, will look at how digitally native consumers are increasingly relying on technology to meet their ultimate beauty goals, and how brands are catering to that by focusing on delivering efficacy and personalization. The result is a beauty experience that blurs the lines between retail and at-home.

Our CEO Liz Bacelar will be hosting this conversation with Guive Balooch, global VP of the Technology Incubator at L’Oréal, a company that has been a pioneer in the beauty tech space. Together, they will help the audience better understand the beauty consumer’s increasingly digital behaviour, as well as how self-optimisation in beauty is becoming more and more reliant on tech. The audience will also learn about new technologies that aim to deliver highly convenient and personalized experiences, and what the future holds for the beauty industry.

Click to vote
Click to vote

So if you want to see this panel at SXSW 2019, please vote! But be quick, as public voting closes today. Doing so is easy, just login or create a quick PanelPicker® account via panelpicker.sxsw.com. Then find our The future of connected beauty panel and all you have to do is click on the “Vote Up” button in the top lefthand column.

Beauty technology is one of the industry’s most pertinent conversations, as brands develop the tools and services to correspond to their consumer’s high levels of expectation. TheCurrent has been watching this space for years: most recently in May, we interviewed Paul Peros, the former CEO of Foreo, a beauty device company who as of that month was on track to turning over $1bn a year; and in March, we talked to Balooch himself on the future of beauty technology. The beauty industry has also been presenting some of the most interesting innovations at trade shows we attend throughout the year, such as CES in Las Vegas.

Our other panels at SXSW include Blockchain for radical transparency and How streetwear turns hype into $$$. Please vote for them too!

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Editor's pick Podcast product technology

FOREO on driving meaningful innovation in the beauty device market

Paul Peros and Rachel Arthur
Paul Peros and Rachel Arthur

Applying innovation to every aspect of a product or service is at the core of beauty device company FOREO’s strategy, from product design to discoverability and communications, says CEO Paul Peros on the latest episode of TheCurrent Innovators podcast.

The Swedish brand entered the market in 2013, when the concept of beauty tech was just beginning to bubble up, and move from the professional salon space to selling at retail. What became clear however was that the company had to strive not only to introduce a new technology into the consumer’s home, but educate them on how that type of product would fit into the context of their lives.

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Peros explains that for the the at-home beauty device industry to become truly mainstream, brands need to not only offer efficacy at a professional level, but convenience that matches consumer expectations. He refers to this as “meaningful innovation”.

“You cannot ask a consumer to adopt a completely new practice or new product that stands in [their] way,” he explains. “You cannot have products where the consumer services the product rather than the other way around.”

The brand has engaged directly with consumers from the get-go, which initially started as a necessity as the company lacked the resources to play in the traditional media game. However, it quickly became a vital part of its business model, helping it reach the estimated $1 billion in worldwide sales that it’s expecting to hit in 2018.

“At the end of the day this has become an advantage that helped us not only reach the consumers but to engage with them and learn how to evolve our product range and our communications,” says Peros. At CES in January 2018, for instance, FOREO turned to Kickstarter to launch the UFO, a spaceship-like device that enables consumers to do a facemask in under 90 seconds (as opposed to the typical 15-20 minutes).

Foreo UFO
Foreo UFO

Unlike traditional campaigns on the crowdfunding platform that seek funding as their primary goal, the company saw this as a chance to spend months engaging with the consumer and gathering important feedback before bringing the product to launch.

Doing so has enabled it to drive engagement with a fiercely loyal beauty consumer, leading FOREO to experience exponential growth around the global. The five-year-old company now employs over 3.000 people in 20 offices worldwide.

Also in this episode, Peros talks further about the secret to developing products for a consumer that lives a much faster life, and just how the beauty industry is finally getting the innovation it deserves.

Catch up with all of our episodes of TheCurrent Innovators here. The series is a weekly conversation with visionaries, executives and entrepreneurs. It’s backed by TheCurrent, a consultancy transforming how consumer retail brands intersect with technology. We deliver innovative integrations and experiences, powered by a network of top technologies and startups. Get in touch to learn more.