BEAUTY IN BRIEF: NAIL TECH, ATHLEISURE MAKEUP AND REALITY TV

Beauty in Brief is our round-up of the most exciting (or weird) news in beauty technology and marketing.

The beauty industry is currently one of the most innovative industries out there, and here at Ready, we love keeping up to date with the latest happenings in the field.

ATHLEISURE MAKEUP

No need to remove makeup to go to the gym, with athleisure makeup your mascara won’t run when you do and you’ll finish with foundation as smooth as when you started.

Tarte has partnered with ‘fitfluencers’ to promote its new Athleisure Makeup line and Birchbox is promoting its lightweight ‘Arrow’ line as their answer to the ‘no -makeup makeup’ look, perfect for women who want to go straight from pilates to brunch.

Birchbox’s Arrow lip balm was their best selling product, and with four more Arrow products launched in January and further plans to expand, the athleisure trend isn’t going away.

NAIL TECH

Nail tech has come so far in recent years and in 2017 things are set to become even more innovative.

The Preemadonna Nailbot lets users print custom designs directly onto their nails whilst Metaverse Nails have created “wearable holograms” that come to life in augmented reality with a companion app.

Last summer a British student created a set of false nails with an embedded chip that is connected to the London’s Oyster Card allowing the wearer to swipe in and out of the tube system.

We can’t wait until we can pay for things using our nails!

‘BEAUTY BOUND’ REALITY SERIES

Meanwhile, skincare brand SK-II has launched a reality TV series to promote engagement with their customers.

The series, called Beauty Bound, follows contestants from eight countries across Asia all competing to become Asia’s Next Top Beauty Creator.