How technology will transform the UK beauty market

Alex TomchenkoCEO of beauty-tech startup Glambook explores…

After According to the British Beauty Council, the beauty industry contributes over £6 billion to the UK economy every year. In 2021, spending by UK hairdressers and groomers reached £8.6 billion.

the beauty industry had a difficult time during the pandemic; However, with the easing of social distancing restrictions through the second half of 2021 and new technological trends, the industry is recovering to pre-pandemic levels. As the National Hair & Beauty Federation state of the art report shows, over 40% of beauty industry players want to grow their business, 41% stay the same size and 17% intend to downsize.

Digital tools for independent beauty professionals

As market experts note, the industry is shifting towards a hybrid treatment approach. The new market growth factors are home treatment products and mobile therapists. In 2020 60% of people working in hairdressing and barbering were self-employed and 65% were self-employed beauty professionals. They use digital tools to create their brands and grow their audiences online – for example, Glambook is an international SaaS platform for independent beauty professionals and their clients.

Customers can find the best deal in their city by filtering price, service ratings, and location. Glambook has more than 10,000 self-employed professionals registered on the platform from London, Berlin, Milan and 50 other cities across Europe. The platform allows beauty professionals flexible working arrangements: they can choose how to deliver their services – at home, at the client, in a co-working space or in a salon. In addition, beauty professionals can showcase their work on the platform, find new clients, launch advertising campaigns and easily control their work through a CRM system.

Virtual fitting functions

Accordingly Global data, the UK e-commerce market for cosmetics and toiletries, grew 42% in value in 2020. Beauty brands offer interactive tools for trying different products on their websites and apps. AR allows consumers to experiment with different products and looks. For example, “Virtual Artist” by Sephora. developed works with AR company ModiFace to scan your face and let you try different looks.

Users can experiment with lip colors, eye shadows, and false eyelash styles. MAC Cosmetics, in partnership with the YouCam application, has launched a virtual try-on feature that allows customers to explore beauty products before they buy them. AR experiences help increase customer loyalty – Ulta Beauty points to this customer loyalty for its virtual fitting tool called GlamLab increased five times.

Personalized approach

Data collected from customers enables brands to develop personalized products and services. After According to a study by Outform, 43% of millennials aged 25-34 in the UK value the personalization of health and beauty brands the most. For example, Lancome has created Le Teint Particulier, a custom foundation with a unique foundation shade and preferred coverage.

Beauty services are also tailor-made. For example, an online skin care recommendation system and a concierge service renude helps create the best skincare routine. Each routine is hand-selected by beauty experts based on user questionnaire responses, skin images and video consultations. The data helps estheticians make decisions through machine learning and computer vision technology.

New generation of customers

The new generation of consumers GenZ, see beauty brands as entities that can be accessed across multiple touchpoints, including physical and digital. They expect the same quality experience in store, on the website, and on social media. Technology plays a significant role in their purchasing decisions: 36% of Gen Z aged 18-24 use digital in-store displays, and 33% of them say online makeup tutorials are essential.

Technology is changing the way customers choose and buy beauty products and services. Overall, the trend is therefore towards mobile therapists and self-employed beauty professionals who use digital tools to develop their brands. Data is used to create personalized features and provide customers with requested services. How technology will transform the UK beauty market

Fry Electronics Team

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