What is PHYGITAL beauty?
First there was the development of digital content, then came Phygital to answer the evolution of consumer behaviour which has become A.T.A.W.A.D.A.C (“Any Time, Any Where, Any Device, Any Content”). This “new” consumer is very quick to buy and to compare the offers available online. So, it is no longer sufficient to offer simple content but a full-fledged customer experience. Phygital comes from the fusion of physical plus digital, it means the incorporation of digital functionalities within the customer’s physical experience.Convenience, autonomy, and immersion are some keywords to describe what Phygital is about. It is convenient because it allows customers to complete their journey in whichever way is most comfortable for them: Click-and-Collect is Phygital.
It is autonomous because opening multiple channels not only diversifies the target audience, but also raises the number of interactions with the selling touchpoints per day. It is about letting customers choose how to buy: Self-checkout (or no checkout) is Phygital.
It is immersive because the customers are part of the experience themselves with the incorporation of entertainment elements within the buyer journey. And it goes hand in hand with the evolution of immersive technologies: Pop-up Stores are Phygital.
Vivatech 2022 was the opportunity for LVMH and L’Oréal to present the results of their partnerships with many start-ups in developing Phygital beauty: virtual try-on for makeup with augmented reality of course but also purchase of luxury handbags in the metaverse or enjoy a luxurious and efficient hair washing experience thanks to a showerhead that uses rocket engine technology to reduce water consumption by 61 per cent compared to standard methods. Another example of Phygital beauty comes from a San Francisco-based company Clockwork that has invented a robot that can quickly (10 minutes) and accurately paint nails using artificial intelligence.
For a company, integrating Phygital will allow it to be at the heart of the customer experience, to better understand or identify their needs, and subsequently respond with a personalised solution, ensuring an edge over competition.
What is METAbeauty?
Metabeauty is a form of self-expression through beauty routines. Beyond stereotypes and beauty standards, it implies diversity in self-care, emphasises personalisation based on individual concerns and values.As society is evolving with social media, especially new generations, and omnichannel approaches, Phygital beauty makes it easier for Metabeauty to become mainstream. New tech tools offer immersive experiences through virtual skin analysis, virtual real-time product try-on and virtual consultations to offer product recommendations for specific issues. AR (Augmented Reality) and VR (Virtual Reality) technologies are changing the beauty landscape and becoming essential tools for brands.
Consumers are also showing a higher level of self-acceptance. For example, in our diversified world, there is room for both gender-neutral innovations and ‘just-for-…’ markets—for group of people who want products that match their identity (men, dark skin, menopausal women…). Gender-tailored innovations should reflect specialisation and avoid gender stereotypes, while genderless is not limited to a neutral style but can be colourful and specifically highlighted.
Metabeauty encompasses sustainability, safety and ethic concerns but also efficacy requirements. A product should be clean or green—natural, organic, eco-friendly, vegan-friendly, cruelty-free according to each person’s definition—and with a high level of efficacy. And since the Covid-19 crisis, consumers also expect a holistic approach as they are now concerned about health and well-being.
To summarise, Metabeauty is mostly about finding and establishing the connections between a group of persons with their value, and the highly efficient and specialised skin care product aligned with their expectations.
Conclusion
In this context of phygitalisation of the beauty market, combined with hyperpersonalisation of the offer, bearing in mind the request for eco-conscious products, there is a great deal of innovation opportunities for the cometic market players. Consumers show a growing interest in Metabeauty and are ready to try new experiences. It is crucial for businesses to tap into this digital space, understand its massive potential and explore why we need to build a Betterverse—a metaverse that stands for equitability, inclusion, representation, accessibility, transformation, and personal and planetary betterment.To support these trends Sederma offers a wide range of safe, substantiable, ethical and ecofriendly cosmetic ingredient solution’s, with proven efficacy, that supports diversity and the personalised needs of the unique and authentic consumer. To discover these and much more, visit our website at www.sederma.com or contact your Croda sales representative.