What technology did Estée Lauder, L'Oreal and Shiseido bring to the CIIE?

From November 4 to 10, 2020, the third China International Import Expo (hereinafter referred to as the CIIE) was held in Shanghai. Luxe.CO’s special report team went behind the scenes at the CIIE to reveal the latest ingenuity and technological innovations from major fashion and luxury brands.

In this report, we take you to the Consumer Goods exhibition area (6) and visit the pavilions of Estée Lauder Companies, L'Oréal S.A., Shiseido Company, Kao Corporation and Japan’s MTG Co., Ltd., and other world-renowned beauty companies to explore their latest breakthroughs and consumer trend insights.

Estée Lauder Companies

Skin Diagnosis Black Technology and Interactive Experience

Estée Lauder Companies’ "Crystal Palace" continued its exceptional popularity at the CIIE last year. Even before 9 a.m., a crowd had gathered outside, waiting to enter..

This time, the main brands exhibited by Estée Lauder Companies included Estée Lauder and LA MER from the skincare category; M·A·C, TOM FORD BEAUTY, BOBBI BROWN from the makeup category; KILIAN, Editions de Parfums Frédéric Malle, and AERIN Beauty from the fragrances category; andthose that have not yet entered the Chinese market, including AVEDA, BECCA, Smashbox, Too Faced, and LE LABO.

When we asked about the audience's awareness of these brands that have not yet entered China, an on-site beauty consultant said, "Although these brands have not yet entered China, they have already gained a strong following on social media. A lot of visitors are excited about AVEDA combs, BECCA highlighters, Too Faced Sweet Peach Palettes, and other star items."

This year's "Crystal Palace" covers an area of 524 square meters, making it more than 100 square meters larger than last year’s pavilion, and the rich interactive experience set is undoubtedly the highlight for the audience.

According to an on-site beauty consultant, Estée Lauder’s world-first expert-level skin diagnostic device, IMATCH™ SKINCARE FIND DEVICE, was airlifted from its U.S. headquarters and is the most advanced skin diagnostic device on the market.

Visitors only need to place their heads in the sensing area and close their eyes.Within five minutes, the device then uses three light sources to detect eight indicators of skin health on the left, right, and front sides of the face. By clicking each indicator parameter, the person can view a detailed data analysis arranged by related sub-columns.'

To most people’s amazement, the magic of this black technology is that it will not only assess a person’s current skin condition but also predict possible future skin problems and ways to enhance skin health .

At the Estee Lauder Companies’ opening ceremony, Ms. Fan Jiayu, President of Estée Lauder (China), said that the world-class innovation center in which the group plans to invest in China will be officially launched soon. In the future, the number of scientists in the center will be three times that of the group's existing Zhangjiang R&D center.

In terms of new retail experience, BOBBI BROWN introduced a digital eyebrow analysis. The on-site trainers shared with us theirobservation that Chinese female consumers are now paying more and more attention to the finer points of makeup. Compared to the past, when people tended to trim their eyebrows at home, many people now prefer to pay a professional to do it for them.

M·A·C brought two interactive experiences to the pavilion, which attracted a large number of curious visitors. One device enables consumers to experience hundreds of AR virtual makeup trials in a few minutes, and the other is a printer that can print creative patterns for DIY products. 

In terms of products, LA MER brought its latest high-end item to the CIIE: Genaissance de la Mer The Concentrated Night Balm. According to the staff, this cream is priced at over 5,000 yuan. Its core technology is the temperature-sensing Double Melt Technology, which can accurately sense the internal temperature changes of the skin at night.

LA MER also displayed the brand's World Ocean Day limited-edition creams, launched every year from 2014 to the present. The bottle designs are presented in the form of hand-painted watercolors inspired by the ocean.

L'Oréal S.A.
Artificial Intelligence and Sustainable Development

This was the third time that L'Oréal S.A. has participated in the CIIE. In addition to the brands well-known to consumers, five new brands were unveiled: Valentino, VIKTOR&ROLF, the Ralph Lauren brand’s beauty series, designer fragrance brand Maison Margiela, and essential oil skincare brand Decléor.

L'Oréal S.A., which is positioned as a beauty technology company, presented for the first time in Asia and indeed the world, its customized at-home, cosmetic formula concept product Perso.

Perso was developed by L’Oréal S.A.’s internal technology incubator and is driven by artificial intelligence technology. It allows users to easily customize skin care products, lip gloss, and foundation products at home in four simple steps.

We learned from the on-site technicians that, taking skincare customization as an example, with three cartridges, Perso can supply two applications per day for at least three months. The customized product is a cream texture, and other basic skincare steps are required before use. This concept not only makeshome customization of skincare solutions a reality, but also provides new inspiration to the industry with a more sustainable skincare and user training model.

At this year’s CIIE, L'Oréal also launched Beauty Advisor, the world's first artificial intelligence full makeup recommendation technology application.. This "virtual makeup artist" applies AI technology by ModiFace, a beauty technology company under the group, combining this with the knowledge and experience of professional makeup artists. It can analyze more than 20 facial features through facial recognition and machine learning and provide one-to-one, customized full makeup recommendations based on facial features. It is reported that this service will be used by Armani Beauty’s online platforms and offline stores in the future.

In other news, the Smart Mirror, which enables AR hair color to be tried on, was presented by L'Oréal Paris. It uses four interactive digital screens to show the audience the effect of virtual hair coloring.

In June this year, L'Oréal China announced the launch of the first "BIG BANG Beauty Technology Creation Camp" competition. At this year’s CIIE, the company announced the winners from more than 500 companies and ten cooperative innovation pilot projects, focusing on three areas: future science, supply chain operations, and consumer experience. The core technology covers such areas as micro-ecological skin solutions, skin detection, artificial intelligence, and 3D printing. L'Oréal.'s first-ever virtual brand spokesperson, "Ms. M" from MG brand, which appeared at the CIIE this year, was also one of the projects that featured.

To fulfill its commitment to sustainable development, L'Oréal S.A. set up a display wall this year to introduce the group’s positive environmental actions, including online and offline empty bottle recycling programs, and the "Green Parcel Graffiti Collection Order" for consumers to create activities together.

Shiseido, Kao, and MTG Co., Ltd.

At this year's CIIE, Japan's Shiseido Company launched two major overseas brands: luxury skincare brand THE GINZA; and high-end skincare brand BAUM, which is committed to sustainable packaging.

Also worth noting is that the Shiseido Company launched its "EFFECTIM" brand, which was jointly developed by Shiseido and beauty equipment giant YA-MAN.

Kao Corporation revealed its upcoming est Biomimesis Veil Potion. This product will need to be used in conjunction with the ultra-fine film formed by Kao’s exclusive "Fine Fiber Technology". This works by spraying a special liquid that forms a protective, skin-like layer, achieving a better-fitting and more durable makeup effect.

Japan’s MTG Co., Ltd., known for its petal cushions and ReFa beauty devices, promoted its Refa BEAUTECH RAISE, as well as the brand’s first hairdryer and hair straightener, Refa BEAUTECH.