What's Next For Beauty Advisors?

March 25, 2019

Cosmetics Magazine Spring 2019 Innovation Issue is packed with beauty groundbreakers, launches across skincare, makeup and fragrances, as well as tips from industry experts!

Our double page spread in the issue is on page 48 - 49 and includes 

The Role of the Beauty Advisor in the World of Artificial Intelligence,
Written by - Mickey Tortorelli, CEO, Founder, BeauteSchool Inc.

The latest technologies are creating a new consumer who is increasingly autonomous. The result? The role of Beauty Advisors (BAs) is shifting.

A few weeks ago, I attended the WWD Digital Beauty Forum in New York. Powered by innovative and disruptive technologies, the forum convened the industry’s biggest names and today’s most cutting-edge digital solutions to reveal remarkable advancements in the beauty sphere and explore what’s coming next.

Augmented Reality (AR), Artificial Intelligence (AI) and Mixed Reality (MR) are the newest technologies and innovations that have been developed outside our industry. You’re likely familiar with Modiface, L’Oréal Makeup Genius and YouCam — just a few of the apps that allow customers to virtually try on products, hairstyles and accessories.

“Creating value is key,” says Guive Balooch, Vice President of L’Oréal’s Global Technology Incubator. The beauty market is still at the beginning of these innovations but it recognizes their value. Looking ahead, Balooch pointed out that beauty brands interested in utilizing technology must fill consumer needs while providing information they can act on.

Some ways that technology can fill a need include: finding the right shade of foundation, identifying a serum with the right actives, or trying on makeup before purchasing it. These needs are not new, but new tech means customers are now equipped with tools that create higher levels of independence in their shopping experience than ever before.

Shifts in our industry will continue to challenge BAs as newer technologies emerge. At BeauteSchool, we are proactively responding, developing Artificial Intelligence to deliver educational content that empowers BAs. Our mission is to enable them to provide personalized and knowledgeable consultations that are in sync with the new consumer, so that they will always be essential to the consumer’s decision-making process. We envision a future in which technology completely supports Beauty Advisors as they successfully meet their customers’ changing needs.

View the article in the INNOVATION ISSUE.
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“What a fantastic course! It has exceeded my expectations and inspired me. Not only was this course able to provide me with knowledge but allowed me to personally connect with Mickey Tortorelli.”
Christine V., Hudson's Bay Beauty Consultant
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