IoT Infiltrates Our Hair Care
To become a more integrated part of their customers lives, L’Oréal is betting on integrating IoT into most of their lines.
Kérastase is a premium hair care line, among L’Oréal, that not only offers masks and shampoos, but also salon treatments and brushes. In this case, partnering with Withings, they introduced a Smart Hairbrush with multiple sensors tracking the environment such as humidity conditions, speed and strength of your strokes, microphone to detect breakage, and much more.
The brush itself analyses all these different parameters and provides information, though an app, about the quality of hair and brushing patterns, suggesting a product that optimizes your daily hair care routine. Furthermore, tracking it on a daily basis, L’Oréal is using this information to develop new products and/or services. Hence, we can identify that the innovation focuses on a product which can be defined as a radical innovation.
In regard to positioning, Kérastase competes in the premium sector, yet this innovation is incremental. The brand’s main target market are salons, yet by giving a customized experience to every final consumer, Kérastase wants to explore new opportunities in the B2C market.
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Sofia
DRIVEN engineer and business woman, Sofia is a talented creative digital designer, whose unique point of view, you can read in this blog. Through IoT, she wants to make life easier for mothers all over the world.
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