Custom-made beauty

The cosmetics industry is using technology to draw Chinese consumers. Chen Meiling reports.

A robot waves its arm as it applies foundation to your face. You use your phone to try different colors of lipstick. You say you want to remove some annoying pimples and a disembodied voice gives you advice and even arranges the delivery of some facial cleanser to your house.

During the third Viva Technology conference, a major global innovation and technology event held in Paris from May 24 to 26, many exhibitors showcased how the latest technologies are changing how we see ourselves and how AI, virtual reality, big data, genetics, robotics and 3D printing are being used by the cosmetics industry.

"The big problem for many customers is they don't really know what shade of foundation is right for them, what lipstick color goes with their skin tone, and how they will look with a particular hair color," says Stephane Rinderknech, CEO of L'Oreal China and executive committee member of L'Oreal Group, which has been an exhibitor at all three Viva Technology events, presenting its latest beauty tech innovations.

This year, L'Oreal demonstrated how it is applying advanced digital technologies to create "augmented" personalized services for consumers.

For instance, the company has developed a voice-enabled virtual mirror, in cooperation with Chinese technology giant Alibaba, that allows users to shop directly on Alibaba's e-commerce platform TMall for makeup products based on looks selected by the consumers while using the mirror.

With a click users can try a new lipstick. Don't like it? They can click and try another.

"Today, there's a strong trend among Chinese consumers - that is who I am, and I want to express myself," Rinderknech says.