The Future of Beauty Industry: data-driven innovation
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- Summary
The Future of Beauty Industry: data-driven innovation
Data Science: The Key to Brand-new Analysis
Data analysis: Focus on quality
Technology as the Starting Point for Innovation
Sustainability: The Biggest Trend in the Beauty Market
According to Euromonitor International (2024), a company focused on market research, Brazil ranks fourth in the world in the beauty and personal care industry. This includes everything from hair and skin cosmetics to perfumes and oral hygiene products. The survey also shows that, in this scenario, the country is second only to the United States, China and Japan.
The health and beauty sector is characterized by its remarkable engagement in keeping up with societal transformations. This is because these changes directly reflect on consumption behavior. Currently, an example of this is the search for more natural, personalized products that align with buyers’ values. In this scenario, according to the same survey, the main trends in the industry for the next five years will be digital engagement, ethical positions, and organic and natural attributes.
The advantage of closely monitoring the hints of consumption also impacts the final profit. According to data from Technavio (2024), the vegan and natural cosmetics market, one of the highest demands today, could grow by almost R$ 18 billion by 2024.
This way it’s possible to perceive beauty, health and well-being as increasingly related concepts. This is due to the belief that looking good is the result of feeling good, which explains the shift to skincare products, for example. Considering this scenario of natural beauty, designed to be daily, products such as sunscreens stand out.
To keep up with this constant pace of evolution, the changes must start right at the production stage. Through analyses motivated by the use of data science, it is possible to explore different modes of optimization, test the effectiveness of products, and focus on innovation.
Data Science: The Key to Brand-new Analysis
It is essential to use a robust data science process that interconnects all sectors of a factory, as each contributes in a unique way to production efficiency. This is indispensable for carrying out analyses that result in innovations.
In the sunscreen production line, for example, efficient data collection in industrial mixers allows for ingredient performance analyses. Here, monitoring the use of ingredients ensures the homogeneity of the mixture and that its amount is being distributed within the defined parameters.
Figure 1
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Figure 2
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In the first graph (figure 1), it is possible to monitor the total mass in a given period and the percentage of each ingredient in the total delivered. It also shows the batch count and its statistics such as mean, standard deviation, and total time.
In the second graph (figure 2), the three tables analyze each of the batches. The first table shows the amount of each ingredient delivered per batch. The second table analyzes the percentage of ingredients in each batch. Finally, the last one shows how much of each ingredient was delivered in relation to the setpoint.
Addiotionally, in storage tanks, sensors can be used for level monitoring, preventing contamination and ensuring consistency. Next, it is possible to perform efficiency analysis on filling machines, by evaluating the speed and accuracy of filling, minimizing waste. In labeling machines, data analysis helps ensure that all packages have labels in the correct position, contributing to quality. Finally, pattern identification enables predictive maintenance.
Data analysis: Focus on quality
Health and beauty products are applied directly to the skin — as is the case with sunscreen —, hair and other parts of the body. This means that any failure in quality can cause bad reactions, allergies, or even more serious problems. Because of this, it is a highly regulated industry and has strict standards set by regulatory agencies, such as ISO 9001. These are some of the reasons that lead those responsible for production to carry out analyses aimed at quality, such as:
- Efficacy analysis: in vitro spectrophotometric analyses assess the effectiveness of sunscreens, ensuring that each batch produced meets the stated sun protection standards.
- Photostability: photostability studies using spectroscopy to ensure that sunscreens maintain their effectiveness when exposed to sunlight.
- Contaminant detection: chemical and microbiological analysis to detect potential contaminants that may affect product safety and quality.
Data analysis is an important ally in this process. It allows the monitoring of key indicators, such as temperature, which ensure the proper development of experiments in research and development laboratories.
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Technology as the Starting Point for Innovation
Discussions about health care, including the damage caused by sun exposure, have boosted the consumption of products such as sunscreen. In this scenario, the adhesion of different technologies is an ally in the search for more innovation and efficiency. Its application covers everything from the production line to the sales sector.
Digitalization in the sales area is marked by the presence on social networks, the use of virtual reality, and beauty apps. These resources were used by 39% of global consumers in 2019, according to Forbes magazine (2020). The article also states that the use of technology in this sector has the potential to boost the personalization trend, which is increasingly specific.
In production, the use of tools such as machine learning applied to automation in industrial machinery can increase information processing and allow predictions by identifying patterns. Automation, which benefits from real-time data collection in processes such as ingredient mixing, reduces errors and increases efficiency. Also, the historical record of data allows traceability, facilitating the identification of batches that need rework.
The connectivity coming by the use of IoT devices also allows the monitoring of data from the environment of Research & Development laboratories. As an area responsible for the development of new products, having a reliable historical record of data such as temperature is indispensable for the success of experiments. According to the Industry Portal (2023), the discoveries can become outliers in the consumer market and in brand value. As an example of insight, there is the exploration of a new base of inputs, aligned with biodiversity, instead of the traditional oil and ore.
Sustainability: The Biggest Trend in the Beauty Market
According to a McKinsey report (2023), about 60% of beauty industries are investing in sustainable practices and eco-friendly products. In the case of sunscreen, the focus is on developing products that are safe for coral reefs, free of plastic.
For the consumer, the advantages of using natural cosmetics outweigh the possible costs or extra research, ensuring environmental responsibility, greater effectiveness and long-term health in a single purchase. The scenario is also advantageous for brands, as the creation of ecological products directly impacts environmental preservation issues. It is also important for public opinion, which is increasingly interested in green cosmetics, and, consequently, in increasing sales.
This choice is guided by identification on packaging. To receive a “natural” seal, the cosmetic must use raw materials whose substances are of vegetable origin or come from organic and renewable inputs.
Today, in Brazil, there are at least eight seals to attest to the composition of cosmetics. Among them:
- Cruelty Free: guarantees that the product has not been tested on animals.
- Certified Vegan: designates products that do not use any raw materials of animal origin.
- USDA organic: indicates that the product is composed of at least 95% organic ingredients.
- Campaign for safe cosmetics: certifies that no chemicals that can cause cancer and other diseases have been used.
In summary, data science is the key to unlocking innovations in sustainability, product personalization, and inclusive beauty, as well as promoting well-being. Learn more about us.
