In Japan, 79% of people associate the word for skin tone (“hada-iro”) with just one color. Mixed race children can often feel alienated for looking different. So Japanese cosmetics brand Shiseido did something to show Japan’s youth that everyone is different but equal. It created a special box of crayons by “scanning a group of schoolchildren’s skin in order to create their unique hada-iro profile…and creating crayons that matched the children’s individual skin tones.”
Why it’s hot:
Besides making a beautiful point, Shiseido did it without having to say a word. By simply seeing all the different shades of skin after their faces were scanned, kids would immediately see that there is no “one true color”, and in fact, they were all different. Proving once again that showing, not telling, is an even more powerful way to convey a message.
L’Oreal, as a beauty/makeup conglomerate will launch a new digital makeup experience. With live streaming and augmented reality, makeup lovers will be able to communicate with makeup gurus in help with their final look. Viewers will see with augmented reality what beauty products are right for their skin. From your home, you will be able to test new beauty products and form digital relationships with L’Oreal representatives.
With a partnership with “YourCam Makeup”, makeup lovers nearby will be able to test out new products such as various shades of colored lipstick and mascara on their skin. Instead of going to the physical L’Oreal store, individuals will be able to have a digitized experience from their own home. Individuals with augmented reality will additionally be able to learn about the benefits of L’Oreal products and shop through the online store. L’Oreal hopes to achieve a “seamless” makeup experience” for individuals globally. With augmented reality and the advancement of digital technology, makeup lovers will have an innovative and fun digital makeup experience.
Why its Hot
The digital experience with augmented reality remains to be a hot topic in both the cosmetic and the technology industry. More and more beauty/cosmetic companies are choosing a digital route to give their customers a fun and easy to use experience. Augmented reality is increasingly becoming a hotter tool for use, and is beginning to be utilized across many industries, like L’Oreal to give users a easy and simpler experience.
Last year’s“No Makeup Selfie” campaign for Cancer Research went hugely viral, as celebrities and ordinary women posted bare-faced photos of themselves to social media. Now Procter & Gamble-owned cosmetics brand Max Factor is getting in on the trend, but with a twist. It’s asking consumers to post two photos of themselves side by side, one without makeup and one looking glamorous and made up, with the hashtag #GlamJan. The idea is that instead of dressing down and staying makeup- free for January, women can stay looking fabulous. stars such asGwyneth PaltrowandCoco Rochahave already posted their #GlamJan pics to Instagram. And, as with the “No-Makeup Selfie,” the point is to look fabulous both before and after.
Why it’s hot:
This is a great example of tapping into existing social conversation and co-op to align to a brand and business goal – ultimately helps to tell a brand story. Very often, social programs are created for buzz and engagement but fails to connect to the core brand proposition. (ie. what does pouring cold water over ones head link, educate ALS?). This effort clearly links Max Factor’s core cosmetic proposition to an existing social behaviors in a subtle but relevant way.
Four college students have developed a nailpolish to detect date rape drugs. Undercover Colors nailpolish changes color when it comes into contact with some of the most unfortunately popular date rape drugs, enabling women to know they’re being targeted just by stirring their drink with a finger.
The nailpolish has made waves in media, and already attracted attention from some investors hoping to make the nailpolish widely available, and quickly.
Why It’s Hot | The nailpolish is a revolutionary in that it helps women quickly detect some of the most common (but definitely not all) date rape drugs, without using a device. That being said, many people stress that creating devices and cosmetics that enable women to protect themselves are dealing with a major issue in the wrong way. Rather than furthering the popular school of thought that assigns blame to women when they are victimized (“Well why didn’t she use her date-rape nailpolish?”), perhaps we can donate money to causes that further anti-violence education to bring down the number of attempted attacks. As many women’s advocacy groups and organizations against dating violence have stressed, helping this major issue should be about teaching people not to rape instead of accepting rape will be attempted and teaching people to detect rape drugs.