Artificial intelligence at the service of beauty. L’Oreal presented Perso, a device developed by L’Oréal’s Technology Incubator capable of creating customized formulas for skin care, lipsticks and foundations that can be optimized over time, integrating the data obtained from real-time analysis of the skin, of air quality and pollution and information on current trends.
Perso, which will land on the market in 2021, is a device 16.5 centimeters high and weighing just over 450 grams. “With deep scientific knowledge and a leading role in innovation, L’Oréal continues to leverage cutting-edge technologies to create smart beauty products and services capable of responding to consumer needs and offering them personalization and almost unlimited precision, ”said Nicolas Hieronimus, Deputy CEO L’Oréal. “L’Oréal aims to become the leader of Beauty Tech and Perso is the next step in this stimulating journey”.
The novelty was launched at CES 2020 in Las Vegas and represents a fundamental step in the customization of tools intended for consumers. “L’Oréal is one of the most trusted brands in the beauty industry and with Perso, personalized technology will come directly into the hands of consumers,” explained Guive Balooch, Head of L’Oréal’s Technology Incubator. “We know that personalization is based on information about the distinctive characteristics of the skin and personal preferences, as well as on environmental parameters, and this technology takes this into account. Perso uses AI to refine formulas and actually becomes smarter as it is used ”. Perso’s ‘mission’, thanks to a patented motorized system for managing the cartridges, unfolds through four steps.
1. Personalized skin analysis: by opening the Perso mobile application, the user takes a photo with the smartphone camera. Thanks to ModiFace, L’Oréal’s proprietary technology, the App uses AI to analyze the general state of the user’s skin, including deep wrinkles and fine lines, the appearance of dark spots and the appearance of pores.
2. Environmental Analysis: Using BreezoMeter’s geolocation data, Perso analyzes the parameters of the surrounding environment that can affect the user’s skin condition, including weather, temperature, pollen, UV index and humidity.
3. Favorite Products: The user specifies their skin care issues in the Perso App, including fine lines, dark spots, pigmentation, pore size, brightness and opacity. The user can also indicate their preference in terms of texture and level of hydration to further customize the bespoke formulas for moisturizers, serums and eye creams.
4. Personalized formulation and dispensing: thanks to all these data, a personalized formula is created for a highly performing skin care product, dispensed in the upper part of the device in perfectly portioned single doses that ensure ease and cleanliness of the application. The technology declines the product depending on whether it is applied in the morning or in the evening and the upper part of the device, equipped with a mirror, is removable in order to allow the consumer to carry a single dose or a larger quantity with her.
The Perso hardware is equipped with a specially designed motorized system, positioned in the upper part of the device, which moves and compacts the formulas starting from the cartridges located at the base of the machine, in an ascending flow that rises towards the upper tray in which the delivery takes place.
Used regularly, Perso’s AI platform will be able to analyze the state of the skin over time, letting the user know what works and automatically adapting future formulas based on personal data.
In the future Perso will be able to offer customized cosmetic products that will integrate real-time information on trends and technology for color matching. Consumers could, for example, create a shade of lipstick to match their outfit or choose a color that is currently trending on social media.
In line with L’Oréal’s commitment to simplifying the personalized beauty experience, Perso is equipped with a seamless process for automatic refill that ensures a constant supply of personalized cartridges equipped with ready-to-use NFC tags. Users can easily manage shipments through the Perso mobile app.
Perso’s technology is based on the know-how that L’Oréal has acquired over the years regarding the development of innovative and personalized beauty experiences. Its smart system will be designed to respect consumer privacy by using transparent controls. Perso’s development followed the success of the award-winning products launched by L’Oréal’s Technology Incubator, including the Custom DOSE by SkinCeuticals skincare system, the platform dedicated to Le Teint Particulier by Lancôme custom foundations, the Color & Co. and My Skin Track UV by La Roche-Posay custom hair dye home use system, the world’s first battery-free wearable device to measure your UV exposure, launched at CES 2018 and sold exclusively by Apple starting November 2018. Perso will be launched in 2021 in partnership with one of L’Oréal’s leading skincare brands.
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