4 mins
Tech for Techs
It’s astounding to see so many technological advances in the nail and beauty sector that are supporting business operations and communications. Let’s check out some recent innovations…
REBECCA HITCHON gets the scoop on high-tech launches, decodes hot topics & sources tech-savvy tips for your business
Sustainability certification
Eco-conscious East London salon and nail product brand, Shoreditch Nails, has collaborated with Provenance, a sustainability communications technology company. Via the partnership, Shoreditch Nails’ sustainability claims are endorsed by Provenance ‘Proof Points’ when customers explore the range of nail polishes and accessories on the brand’s website. Proof Points include product and brand qualities, for example: that the Shoreditch Nails polish formula is vegan, and the brand donates to charity, is independently owned and female-led.
“We’ve teamed up with Provenance to give an insight into our production, from formulation to bottling. We want to be as transparent as we can about our production line and the ingredients in our polish formula,” shares Tina Michael, founder of Shoreditch Nails. “Sustainability claims are important for us as a brand, because our customers are beginning to expect this. They want to know where our products are being made and how.
Tina Michael
“Provenance supports our sustainability claims by backing them up with Proof Points. We can’t claim to be 100% green or sustainable, but we offer our clients transparency.” www.shoreditchnails.com
AI aiding business
The HLB Survey of Business Leaders 2024 has highlighted how an increasing confidence among global business leaders has been fuelled by the growing adoption of artificial intelligence (AI). The research notes that this is thanks to the competitive edge the technology provides via enhanced innovation, creativity and productivity. Almost two thirds (65%) of business leaders surveyed rank AI as the most important technology for their business over the next five years, and 44% are already using or eager to implement AI.
“Technology is advancing rapidly, shaping the future of business through innovative adoption and progress,” notes Marco Donzelli, global CEO of HLB, an advisory and accounting network. “The accelerated embrace of new working models, mobile Marco Donzelli and cloud-enabled, marks a departure from the norms of the past decade. Undoubtedly, AI will play a pivotal role in the future of business.” www.hlb.global
Data digits
US-based beauty brand, KIKI World, has launched CHIPPED: press-on nails embedded with near field communication (NFC), a wireless connection that sends data a short distance. This means wearers of the press-ons can share valuable information, such as their business website or social media pages, to another person’s device with a single tap.
KIKI World customer, @winny.eth, had the idea for the concept after becoming frustrated by the time-consuming efforts required to exchange contact information during busy conference circuits. She got in touch with KIKI World CEO & co-founder, Jana Bobosikova, to bring her idea to life.
KIKI World is recognised within the beauty industry for inviting customers to vote on product features to shape its production process. Now, the brand is asking customers to vote on the colour of the first CHIPPED set via its website. www.kiki.world
Viral virtual influencers
Business software provider, SAP, has carried out a study into the earning potential of the top ‘human replica’ AI influencers. The research found that virtual influencers can charge up to nine times the average UK worker’s monthly salary for an Instagram post.
Lu do Magalu of @magazineluiza was revealed as the virtual influencer with the highest earning potential, with almost seven million followers allowing the AI figure to earn £26,200 per sponsored Instagram post. Lu first appeared in 2009 as part of a promotion for iBlogTV by Brazilian retail company, Magazine Luiza, also known as Magalu. She has since been used to showcase a range of products, from food and homeware to technological devices and fashion and beauty items, and she features across Magalu’s website and apps.
A spokesperson for SAP comments: “As these new-age influencers gain followers, they become an increasingly important aspect of social media marketing that brands cannot overlook. Advancements in AI image generation are democratising the field of influencer marketing. Virtually anyone can create a digital avatar, which opens up opportunities for brand collaborations that were once exclusive to traditional celebrities and early social media influencers.” www.sap.com
Check out insight into what it’s like to be a nail influencer on page 36.
CGI stunts
To mark the start of the Chinese New Year last month, the L’Oréal Group brought virtual Valentino Beauty products to the city of Chongqing.
Do you remember Maybelline’s viral mascara advert last year? It showed a London Underground train fitted with rubber lashes brushing into a 3D mascara wand, which was attached to a Lash Sensational Sky High Mascara sign. The same concept was also applied to a double decker bus. The realistic, digital stunt had beauty enthusiasts questioning whether the spectacle was genuine or virtual, and opened the door to a new era of advertising – which is being increasingly explored, by the likes of ELEMIS and the L’Oréal Group. Incorporating CGI into marketing like this allows brands to get creative and produce viral, inclusive and influential visuals.
ELEMIS shared a video of a computer-generated Pro-Collagen Cleansing Balm rolling through Birmingham in January, to celebrate the brand’s launch into Selfridges.