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August 1, 2017
By: Michelle Yeomans
Contributing Author
While Korea may be regarded as the innovation hub for all things cosmetic in Asia and around the world, when it comes to beauty devices and apps, Japan and China are red, yellow and blue light years ahead of every country. Noteworthy advancements in this category in 2017 include the introduction of “at home” light therapy devices to the market, anti-aging tools designed to replace vitamin deficiencies in the hair and even apps that go beyond beauty counter experiences to empower workforces. Red, Yellow or Blue? LED therapy tools are perched at the top of everyone’s wish list right now, thanks to their proven ability to stimulate the cells, repair, whiten and plump the skin without the hefty price tag that is normally associated with a visit to the dermatologist. According to trend expert Florence Bernardin, these devices are also tapping into the personalization trend as a consumer’s purchasing decision is based around specific skin conditions. So, a red light tool, for example, is ideal for those searching for plumper skin as it claims to stimulate collagen production. A yellow light tool is designed for brightening up a dull complexion and a blue light promises to moisturize the skin while minimizing scar tissue. “These devices are very gentle on the face and the likes of touch sensors ensure they operate only when they come into contact with the skin, protecting the eyes from light exposure,” explained Bernardin, the CEO of Franco-Asian consultancy firm, Information et Inspiration. Always on the leading edge of beauty trends, personal care giant Amorepacific introduced the Makeon Amosense skin light therapy device, which is designed to be used alongside a moisturizing, whitening or anti-aging cream, depending on the LED color of choice. Smaller players like Taiwan’s Beauty Code also looked to get a piece of the action with TJH LED. The device uses red and blue light to combat skin sensitivity, acne, oil and enlarged pores. On the premium side, Panasonic’s Beauty Ion Effector features multifunctional modes that promise to remove dead cells, deliver vitamin C deep into the skin—170% more than when applied with the hands and includes a cooling setting that firms up the face. Here, Hair! Meanwhile, in the hair care segment, the emphasis is on replenishing vitamin deficiencies and improving overall scalp health. Sunstar’s Equitance E-Treatment is one clever tool designed to increase the permeability of the hair by micronizing a leave-in serum treatment which delivers zinc gluconate to strengthen the cuticles. After its successful 2015 launch of a hair dryer for men, Ya-Man introduced a technology specifically for women which is said to combine negative ions, infrared, vibration and low heat blow-drying to cater to irritable scalp conditions. And last, but by no means least, Japanese CSI Kabushiki Kaisha’s Vibratherm 4-in-1 shower head claims to be a “world first” incorporating a normal head, rotating brush, exfoliator and vibrating massage attachment to improve scalp blood circulation or relax shoulders and back while soaking in the tub. An App a Day… Advancements in the digital app arena has not slowed down either as beauty brands strive to make life easier for consumers across the board by expanding beyond in-store makeup counter experiences. For example, Shiseido partnered with Microsoft Japan to create the TeleBeauty app. The project came about after the cosmetic giant received feedback from women who work remotely that while video-conferencing they’re uncomfortable with their private space being seen through the monitor or feel self-conscious about the appearance of their skin on screen due to poor lighting. TeleBeauty technology calibrates skin tone and applies digital makeup to the face during conferences and can also blur the background. According to Florence, many women are interested in this technology, especially those with young children at home who may find their way into a video background or women who provide elderly care and are strapped for time. Likewise, L’Oréal has set out to help new staff members from more than 30 countries around the world to decode, understand and master the brand’s culture with a Fit Culture App. Available in 11 languages, the technology aims to take the company’s practices to the next level, offering employees, from the moment they arrive, the keys to succeed with company values such as multiculturalism, diversity and inclusion. Features include bite-sized capsules of content on an array of topics such as entrepreneurship, networking and co-operation, real-life missions to put their learning into practice and winning Insider Secrets (key events, anecdotes, company myths and legends) to earn points with the aim of eventually becoming true #CultureGurus.
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