Startups begin and win, despite a temporary lull, beauty industry begins to recover and change. “Kommersant Style” explains how.Today the cosmetic industry revolves around the utility, convenience and value. During the pandemic it became clear that in order for something to buy, it makes no sense to spend time on the road to get to the store, and to long to choose a perfume or cosmetics— now all you need to do online. Large companies at first kept from it — Suite de can’t go online, which is a good piece and it needs to be “told”, “explained” to the buyer. However, this week, Cartier began to sell in Russia so its exclusive fragrances, Victoria Beckham signed an agreement to sell its cosmetics in China service to Alibaba, and MAC became friends with Asos, and now are just represented differently in the U.S. market. In the midst of coronavirus Dior has opened a new virtual boutique, which is similar to a real store on the Champs Elysees and allows the audience to “wander” on it, to obtain information about products and to shop. 3D boutique plan to update six times a year. For example, now it is decorated with flowers. In addition to the convenience of communication has shifted and conceptual accents — all gradually developing towards the maximum of personalization. Startups that is now a household word— is primarily a convenient online application or very niche services, which are selected directly under the client. So, interesting seem to be the beginnings of the American company Atolla — they just received a patent for the development of personalized serums and sell them after the skin analysis, carried out using a special program installed on mobile phone— on test only takes about 10 minutes.Camille Kreeli, Director of innovation and digital technology of the L’oreal group told “Kommersant-Style”, presently the company launched 14 startups. “We will continue to search for new names, because now is the time to work together to collectively get out of this situation, she says.Start-UPS quickly adapted to these difficult times. The current situation was difficult for all: for someone business has accelerated (particularly associated with electronic Commerce, such as Juste. Paris & Oden), other companies launched their business models using the opportunities given by the new standard (such as perfume service Odore or WeDoHair). For example, Wedohair offer stylists-barbers professional space for collaboration, including training of marketing and administrative tools and a digital platform that connects them with customers”.Services that optimize client communication with sellers, begin a new Chapter beat��and business. We talked to the founder of the company Ayolab Christopher Le Widecom (which at the time was a Director at Amazon and were engaged in France), and he replied that “working with transformation of databases and development of processes of e-commerce, they are still 2017, but now everything has reached a new level. Our technology platform allows brands to accurately display their online channels-distribution at e-Commerce sites. We identify the names of the sellers on trading floors, the tracked gaps between online prices and prices recommended brands as well as the top sellers or products conventionally documented online consumers. This technology allows brands to start online distribution in accordance with its strategy. Say, brands don’t like it when online sellers announce great discounts on products— it damages their image. Igor ryabenky, the founder and managing partner of the investment company Altair and venture Capital community AltaClub says that they are closely monitoring the development of start-UPS in the beauty industry. “During the quarantine, we have supported startups in the industry, having invested in a us company DearBrightly — service for individual skin care subscription. During the quarantine, revenue increased steadily and significantly increased, the product continues active growth now. Startups that directly sell their own beauty products, are now growing. However, they had difficulty at the end of the first and second quarter due to the fact that the disintegrated supply chain. Now the situation has improved. At the same time projects that are provided, for example, beauty salons, have felt the downturn, and projects that provided services to home — growing. The overall trend in this market is: offline services in the first half of this year felt a short drop and online subscription are popular and continue good growth.” Publication of Dear Brightly (@dearbrightly) July 22, 2020 3:03 PDTФранцузы from ALISON Group has recently launched a mobile app that is already being called “the Netflix of beauty” — by analogy with well-known service for watching movies and TV series, it also subtly is configured on the consumer and analyzes the environmental conditions in the place of residence, physical activity, habits, age, all that is taken into account when choosing the means for skin care and makeup. By the way, the ambitious owner sells via the app and jewelry — that is his concept of the understanding of beauty. It is obvious that such projects in the near future will only grow and actively develop, monitor the situation.Irina Kirienko
