Japan’s “Nikkei Asia Review” March 19 article, the original title: Beauty is a new buzzword of China’s technology world Alibaba’s “new mirror” may not tell you “Who is the most beautiful woman in the world”, but it can Tell you all about the latest beauty trends. The product, which went on sale earlier this month, consists of an 8-inch mirror with artificial intelligence-driven speakers. Under sound control, the mirror can adjust the light settings to give the user a perfect view of their face. The mirror also provides beauty advice, monitors UV intensity, and even helps shop online.
In China, this sound-driven mirror is just the latest example of the combination of beauty and technology as the companies are looking to take advantage of the growing beauty of the needs of consumers who are familiar with China. “It’s a trend to make the beauty industry smart, of course, and many companies are already taking action,” said Yan Jian, general manager of the Kay Consumer Index China. “As Chinese consumers seek personalized beauty products, the companies will have to with high technology.”
Driven by this demand, like 3D nail printers – enabling users to upload designs via mobile apps and print custom nail supplies on the spot – have already become popular in Chinese cities. According to data from the global consumer market research firm Mintel, the total sales of beauty equipment in China reached 4 billion yuan in 2017, which is estimated to have increased by 50% last year. One out of every 3,000 Chinese consumers surveyed has tried virtual makeup services through augmented reality.
“Beauty brands are competing to make it easier for customers to try out products,” said analyst Zhou Wenqi. “The traditional way of removing makeup after every trial is different, virtual makeup is more convenient and attractive to millennial.”
Although China’s retail sales growth rate in December last year fell to its lowest level since 2003, cosmetics is one of the few products that are still selling well. Analysts say China’s combination of technology and beauty is also part of a global trend. In Japan, the country’s major beauty brands have partnered with Microsoft to create an augmented reality-driven makeup app that allows women who work at home but are too lazy to make up still look elegant in a video conference call.
“Although some products have not yet entered the Chinese market, no one can ignore Chinese customers who are familiar with technology,” he said. However, not everyone buys it. Zhang Yue, a 34-year-old Chongqing marketing expert, said that when he needs other features, the smartphone can do the job.