Technology has dramatically changed how we shop for fashion and beauty products. From the way we discover new clothes, to how we ‘try on’ make-up and make purchases, the customer journey is vastly different to that of ten years ago.
So what will it look like ten years from now?
Sadly, our crystal ball is playing up a bit at the moment. It keeps telling us that Quagmire from Family Guy will be the next US President.
But we still fancied having a friendly stab at predicting the future.
So we’ve combined today’s emerging technology with some of the less fanciful future-gazing out there to imagine a day in the life of a fashion and beauty consumer in 2027.
Back in 2017, she was a fresh-faced 18-year-old just starting university. She didn’t know it at the time, but the marketing fraternity was frantically trying to understand her and her fellow Generation Zers’ behaviour as they stood on the cusp of adult life.
It’s now December 2027, and Chloe is firmly on the career ladder. She lives with two friends in a rented flat in Bristol. Although she’s putting some money away, she’s got a relatively healthy disposable income.
She likes to stay healthy, exercising regularly. She’s also into fashion, beauty and socialising with her friends. Which is particularly apt today, as it’s New Year’s Eve…
RISE AND SHINE
After a light breakfast, Chloe uses her OKU device to check her skin.
It recommends that she exercises today, and increases her water intake from that of the previous day.
Heeding its advice, she heads out for a run. On her return, she uses her iPhone XV (suspend your disbelief for a second, we really did just invent a 15th-generation iPhone) to turn her smart shower on. Programmed to her post-workout setting, of course.
(Image: The Verge)
Feeling refreshed post-shower, Chloe pops on her MAPO connected face mask.
It scans her skin to establish precisely what formulation of moisturiser she should use that day, and feeds the information to her Romy device, which creates a neat little batch of formula.
She then flicks on her HiMirror and tries on a few different virtual makeup looks.
(Image: The Memo)
After helping her settle on one, the HiMirror advises that she should be aware of low-level UV light today. It’s cold, but the sun is bright, so the device recommends an SPF15 product from her collection.
It also orders her another tube, predicting that today’s application will leave the current one a little low.
GOING SHOPPING 2027-STYLE
Chloe’s taxi arrives. She hops in, and off they go. The fully electric car senses that she’s a little stressed, so adjusts its lighting and music to create a relaxing atmosphere.
(Image: JWT Intelligence)
She slaps on a squirt or two of SPF20.
The first place she heads is the centre’s Boots store. Using the store’s AR mirror, she ‘tries on’ a range of different beauty products (including a few left over from Soap & Glory’s Christmas gift range).
(Image: Cosmetics Business)
Once she’s decided on the ones she wants, she scans them with her iPhone, which registers payment and sends a receipt to her Barclaycard app. Queues and cashiers are so 2017.
Next, she heads to her favourite clothes store. It keeps only one of each item in the store, allowing her to quickly and easily browse its range.
She uses her iPhone to scan the tags of the ones she wants to try on, and gets a notification back with a dressing room number.
When she gets to the fitting room, the items are already there, having been automatically dispensed in sizes determined by scanning her as she entered the store.
She tries each piece on, deciding to buy a dress and some shoes. She scans the tags to confirm her purchase, but leaves all the items in the fitting room. No need to carry them around. They’ll be waiting for her when she gets home.
READY TO PARTY
A neat little package is indeed on Chloe’s balcony when she returns. She checks the time. Not long before her friends come round to get the New Year’s Eve party started.
Chloe slips into her new dress, turns her HiMirror on again and experiments with a few virtual looks. One in particular stands out.
So she asks the HiMirror to send the lipstick colour from her chosen look to her MINK 3D printer…
(Image: 3D Print)
…and the same colour to her Nailbot machine.
Matching lipstick and nails…done! Now it’s time to party like it’s 2099!
Ok… so some of the products highlighted above are purely conceptual, and others are nothing more than a minimum viable product on Kickstarter. For now, anyway.
There’s also the notion that we simply aren’t privy to much of the disruptive innovation we’re set to see over the next few years.
But we’re willing to bet that at least some of the tech in Chloe’s story will be part of our everyday lives in years to come.
If you disagree, consider this a virtual handshake! And we’ll get together in 2027 to see who’s right.