Leading design and innovation company Seymourpowell have developed Identité, a brand-new concept that uses AI to curate and deliver bespoke collections of beauty products that anticipate your day or week ahead. Drawing on their global research into the beauty consumers of tomorrow, the app-based service uses algorithms to analyse both big data, such as climate and style trends, and personal data, such as your schedule, exercise patterns and diet. The concept marks a new shift towards AI-powered beauty and skin care.

In their qualitative research project of working with beauty influencers and experts from London, LA, New York, Rio de Janeiro, Sao Paulo, Tokyo and Seoul, Seymourpowell found that consumer behaviours are shifting in response to increasing connectivity in our everyday lives.

Mariel Brown, director of futures at Seymourpowell commented, “The beauty buyer of tomorrow has access to data like never before and knows how to use it. Our interviewees viewed their identity as an asset that could be manipulated to give them an edge. They were tapping in to information online in a hyper-strategic way to then carefully curate their looks to give themselves the greatest chance of success. In the words of one of our respondents, ‘I tend to dress based on two criteria for the day; comfort and capitalism’ “