Personalized scents and cosmetics thanks to algorithms

Finding your own scent: this is precisely what Sillages offers, a young perfume house created in 2017. Dans une élégante salle d’exposition du 11^e arrondissement de Paris, le fondateur de la maison, Maxime Garcia-Janin, propose de créer un parfum presque sur mesure pour chaque client ou cliente.

Suspended in space, 67 ingredients that will form the head or heart notes of your perfume are waiting to be mild: myrrhe, hazelnut, bergamot, fleur de sel...Sillages uses an algorithm that records customer favorite odors, to gradually determine the ideal fragrance in a wide range of formulas created by perfumers and perfumers.

It's high perfumery 3.0, affirme le créateur, qui s'appuie sur un modèle original, sans distribution en magasin, sans inventaire, et surtout sans frais de marketing, une composante importante du prix final d'un parfum.

Sillages uses all the tools of the 21st century beauty industry: artificial intelligence, online control and Instagram.The perfume is shipped with a sample to allow the customer or the client to test it and, if necessary, to return it.

Discreet about the results of his company, he said he had gone from three employees in 2019 to eight today.He even takes to dream of an establishment in the United States.

I did not find myself in traditional scents that are too standardized and, on the other hand, there is a very high -end, exclusive niche perfumery. Je me suis dit qu'il était possible de trouver une troisième voie : des parfums que l'on ne va pas sentir sur tout le monde, mais qui sont accessibles, grâce au numérique, au commerce électronique et aux réseaux sociaux, raconte-t-il.

A tendency in technological cosmetics

Small and big brands have appropriated new technologies. Au premier rang, on trouve L'Oréal, géant mondial des cosmétiques, dont le directeur général, Nicolas Hieronimus, table comme son prédécesseur Jean-Paul Agon sur la technologie de la beauté (Beauty Tech).

Last-Born of L'Oréal: Custom Red, a device resembling a small Bluetooth speaker, which allows thanks to cartridges to produce his lipstick at home, depending on the mood of the day or his skin tones.Tailor-made red has been launched in the United States for Yves Saint-Laurent and could be extended to other types of make-up and care.

In Sephora stores, you can also analyze your skin through a device, which gives a helping hand to sellers to offer suitable care.

Often, it is even useless to move in stores.On the Japanese Shiseido website, an algorithm scrutinizes a photo of your skin taken from your smartphone to determine your level of redness and dryness drought.Artificial intelligence will offer you to buy adequate products to remedy your problems. Le scénario se répète avec le Nivea skin guide (Guide de la peau Nivea), qui vous donnera l'âge de votre peau.

For the moment, personalization only concerns a tiny part of cosmetics, but the trend should grow in the coming years, according to specialists in the sector.The idea is to attract clientele to ripe markets, as in Western Europe, where cosmetics sales stagnate.