Cosmetics tie in with technology for smart consumer marketing

Cosmetics tie in with technology for smart consumer marketing

Stepping inside the newly opened Aritaum flagship store near Gangnam Station in Seoul, one will encounter not only an abundance of makeup products, but also several eye-catching devices and service stations located throughout the brightly lit shop.

A corner equipped with Iope Bio Lab’s cutting-edge skin evaluation machine offers customers a detailed skin examination and consultation for free while tech-savvy “beauty mirrors” enable visitors to virtually try on diverse Laneige makeup products using a tablet linked to the brand’s mobile app.

In the hair section are scalp scanners that discerns scalp health using high-performance cameras. A tablet guides users through the examination process and prescribes the appropriate treatment and products available at the store.

“It’s nice that I’m able to receive a free, legitimate skin checkup by skin care professionals right here without having to visit a dermatologist, and receive personal advice on my skin care needs and product recommendations,” said Kim Ye-jin, 25, who visited the store Tuesday.

Seeking to offer more interactive and tailored services to consumers, cosmetic brands in Korea are increasingly utilizing high technology and smart gadgets to satisfy diverse consumer needs at one of the largest, trend-sensitive beauty hubs in the world.

“As the world is further headed toward ‘digitalization,’ cosmetics brands will inevitably have to join such trends, given the (beauty) industry must constantly enhance communication with consumers,” said Son Hyo-joo, a merchandising analyst at HI Investment & Securities.

A visible leader headed in this direction is AmorePacific, the operator of franchise beauty store Aritaum, which has set its sights on “leading in a new era of digital-based beauty innovation” this year, as part of its 2016 business agenda.

Among other plans, the Korean beauty giant has prioritized using “omnichannel” marketing, combining online services with off-line benefits, to enhance consumers’ brand experience, which are best reflected by the tech-infused gadgets and connected services available at select Aritaum stores in Seoul.


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