Digital transformation for color cosmetics: from products to services

Abstract

Adoption to digital transformation is a trend desired by various industries. Although investment on technology takes many risks, many companies endeavor to boost this process to bring customers close to their products and their brands. Color cosmetics is a typical traditional industry suffering from it. The fast adoption to technology enables customers with more channels to explore and purchase the products but also leads to a broken digital journey with continuous on-offline shifts. Furthermore, the decision making in the color cosmetics industry, replies more on the heuristic experience rather than the data. Therefore, not only methodologies or strategies but also real practices in industry are important.

In this regard, we first conducted a systematic literature analysis on experience design through digital transformation for ten industries. Three shared stages for industry to perform digital transformation in terms of experience design were summarized: experience transfer, experience transition, and experience transformation. Based on the common ground of experience design and the unique contents of the color cosmetics industry were extracted from the in-depth interview.

Following the proposed plan, we performed digital transformation in color cosmetics from products to services. At the product level, we focused on the management experiences for managers and researchers. The product scope was defined as face makeup and three digital experiences: shade database communication, color quality control, and shade color strategies were practiced with design outcomes of shade color system, discoloration index, and shade launching strategies for different markets. At the service level, we focused on recommendation-oriented color experiences for customers. Three key steps: data-driven technology proposal, customer-centered UX exploration, and tailored experience design were practiced. Through in-lab and on-field studies and service launching, design outcomes such as SkinTone Finder, Shade Picker and Base Picker were delivered.

Furthermore, we discussed a list of considerations to be taken into account when performing digital transformation focusing on experience design. The unique challenges transformation for the color cosmetics industry was addressed, together with strategies to design digital experiences. Finally, the expectations on the role of design researcher in the real industry to lead the digital transformation were suggested.