Post #9: Services

Products AND Services? What more do you want?

Although L’Oréal is predominately selling goods (cosmetics, skincare, haircare, etc.), they do have a couple of services under their belt, mainly that serve as a compliment to their products.

Besides ModiFace app, L’Oréal has another intangible service app called Makeup Genius, similar in the design that it lets consumers virtually try on makeup using AR technology, but this one was made and operated by L’Oréal Paris. Try to think of Makeup Genius as the 2.0 version of ModiFace. Makeup Genius is more widely used (and updated) than ModiFace, but it does use the same technology designed by the ModiFace company, as well as it offers a wide variety of products in makeup and in hair color. Imagine yourself in your dream hair color, without having to dye it to see. As put by L’Oréal, you can “try the biggest beauty trends with zero commitment”. If you like the mini makeup and hair color session, then you can proceed to buy those products without having to go to the store or on a different screen on your laptop.

Now the next few services I’ll mention are kind of a hybrid. It is mainly a service but that uses a product itself to deliver it. For this, I’ll use bullet points and a short description:

· My UV Patch by La Roche-Posay – “L’Oréal’s first UV sensor”, as stated by L’Oréal. The wearable patch keeps track of your UV exposure for up to 5 days, and during these days, the UV tracking app will ask for a periodic update via patch scan. It offers recommendations for lifestyle change or minimize UV exposure, as well as helpful L’Oréal products to help the skin.

· Lancôme Le Teint Particulier – This service is offered exclusively at select stores, which you can check at the Lancôme site. What is this service? You, or someone you know, might have a hard time finding the right skin shade for foundations, and it is a hassle. With this service, an expert uses a device to scan your face in order to find the correct skin color shade, along with your ideal coverage and skin hydration level. After that, you receive a 100% custom foundation bottle with an ID for future refills, right then and there! No waiting, no need to go to another store.

· Custom D.O.S.E by Skinceuticals – Similar design as the previous service/good hybrid. This service is, again, offered exclusively at select stores, which you can search on the Skinceuticals site. An expert examines you skin (mainly face), uses technology to do further scans, and then creates a customized skincare serum based on your skin type, tones, and other features. Like the Lancôme one, it combines both service and goods, as well as expertise of the field.

· My Skin Track UV by La Roche-Posay – Similar to the My UV Patch, again designed by La Roche-Posay. This is a wearable sensor that tracks your UV exposure, as well as any skin-damaging agents (pollution, humidity, pollen). However, in contrast with the UV patch, this sensor is only available through Apple (stores and online), and the tracking app is only compatible with Apple’s iPhones.

· Color&Co – This brand offers you a way to do a DIY hair coloring session right from the comfort of your home. Of course, with the expertise of hair coloring experts. You can connect with these experts who will guide you to create your own personal, customized hair color products, and offer you advice. So, it’s a DIY but with experts helping you along the way. Instead of going to a hair salon to have your hair dyed, you bring the salon and the expert to your house.

· Perso – Unveiled this year on January, so this is still in an early stage. Essentially, this is an AI home system (a set of 3) that creates custom “on-the-spot” skincare, foundation, and lipstick using the Perso App. You read that right. It creates a small batch for a one-time application or a large dose for on the go right in front of you. Think of it as a beauty printer machine. For lipstick, you can choose shades from beauty trends, your creation, or based on your outfit color. For skincare, it takes into account your skin features as well as your surroundings (UV index, air quality, humidity). For foundation, it matches your skin tone. All from the comfort of your home. No need to go to the store and have post purchase cognitive dissonance where you regret your purchase because it wasn’t what you wanted or the shade you wanted / needed. Perso is set to launch its first version in 2021.

Even though I knew L’Oréal was amazing, listing out its services has really made me think twice about L’Oréal. It’s beyond amazing, it is out of this world. While I read about Perso, it just amazes me how L’Oréal really listens to what are the consumers’ wants and needs. People wanted more customized products that are only for them, L’Oréal listened. Now, in a time where things are uncertain and we tend to neglect our skin, L’Oréal has designed an AI system that will protect our skin and give us the lipstick and foundation of our dreams. L’Oréal might be more goods-dominant, but its services are definitely something to acknowledge as it is not something that just for show, it is something that benefits the end users and share the motto “beauty for all”.

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References:

· Grewal, D., & Levy, M. (2020). Chapter 1&6&13. M:Marketing, McGraw Hill Education

· Group, L. (2020, January 5). L'Oréal unveils Perso, an AI-powered at-home system for skincare and cosmetics - Press releases. Retrieved July 28, 2020, from https://www.lorealusa.com/media/press-releases/2020/ces2020

· Group, L. (n.d.). Research & Innovation. Retrieved July 28, 2020, from https://www.lorealusa.com/research-and-innovation/technologyincubator