DX in Cosmetic Color

Abstract

In this article, specific cases of DX (Digital Transformation) in Japanese cosmetics are reviewed, focusing on makeup color. The COVID-19 crisis has rapidly accelerated the introduction of DX in the cosmetics market, which had not progressed much until then. As a result, not only digitization of physical experiences in real stores, such as online counseling and virtual makeup, but also novel experiences originating in the digital world were created. However, it is important not to lose sight of the final goal of DX in cosmetics, which is improvement of the total customer experience by further integration of experiences and data in the physical and digital worlds.