A new class of tech-driven beauty products has emerged in the market, allowing consumers to self-treat their issues. Companies unveiled new services, offering face and product recognition, virtual try-ons, skin analysis, and voice command features. Meanwhile, Sephora uses a Custom Engraving Machine in select stores to encourage fragrance purchases. ​

As marketers continue to adapt to a digital strategy due to social distancing, more players are expected to tap into the personalized beauty segment. Content through Instagram Live and TikTok gives brands the opportunity to create a deeper connection with the consumer. Some brands, including Anastasia Beverly Hills and SkinCeuticals, are taking this a step further, offering master classes through platforms such as Zoom. ​

Following the rising consumer appetite for expensive hair tools and appliances, marketers have been more experimental with their product offerings, introducing cordless and compact hair dryers and those that are being developed with AI. Cordless dryers are being touted as products of convenience for on-the-go individuals as well as professionals, and the new AI-based hair dryers are being considered a step in the right direction to reinvigorate the hair-dryer category.

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