Desksides are a common, time efficient way for brands and editors to meet to discuss the latest goings on in the industry. Here, the brands and executives CEW Beauty Insider chatted with over the past week.
Pathway OME, Dr. Michael Nova, Chief Innovation Officer, Co-founder
Pathway OME is poised to change the way we eat, exercise and mitigate health issues, such as Type 2 diabetes. For the past eight years, the privately-owned company, based in San Diego, has been providing genetic testing for labs across the world, from clinical grade genetic tests for doctors to world class athletes looking for lifestyle solutions based on their genes. But it also sells direct-to-consumer genetic tests (Skin iQ-$129, Sport iQ-$99, Fit iQ-$129, Nutrition iQ-$99) to pinpoint the best diet, skin care and exercise regimens based on one’s genetic makeup. These tests, which are sold online and at retailers including CVS and Amazon, rely on Pathway’s artificial intelligence expertise to take complex data from genetics tests and lifestyle information, and translate it into actionable immediate advice. “That’s what people want to know: tell me what to do. And we are really good at providing actionable information. Customers don’t just get the genetic results, they get a week or a month of diets, dietary coaching, and other support,” said Michael. One of Pathway’s more popular tests is Pathway Fit, which is based around eating behaviors, diet and exercise, and micronutrients. “We are personalizing the plan based off one’s genetics. We get asked all the time by major sports figures and coaches to modify exercise regimes based on genetics.” Next up for Pathway is an app called OME, which is launching in Q4 that will dynamically supply a user with information based on their lifestyle and clinical information and genetic results and goals. “For example, if you walk into a grocery store it will alert you to the things you should be buying. Or, if you go to the gym it will tell you what to do based on what you have done that week or the day before. That’s what AI is good at, taking a lot of data and making inferences from it,” Michael said. Pathway OME currently works with IBM, which has funded the company and taken an equity position, to use their healthcare data. Michael is the inventor of the Pathway OME big data/deep learning app, as well as PathwayFit, SkinFit and Healthy Weight DNA Insight line of genetic testing products.
Eyecue Insights, Carolina Banales, Founder
South American software engineer, Carolina Banales, has been working in beauty for the past seven years. Most recently, her augmented reality technology has been adopted by Ulta Beauty, specifically within their makeover app. One year ago, Carolina started her own company, Eyecue Insights, a proprietary software platform designed for the beauty industry offering real time competitive analytics on brand images posted online to help explain why certain images are successful, and why others aren’t.
In short, Carolina’s technology is an instant visual rating tool for creative and marketing teams that helps pinpoint why certain images and videos drive engagement based on the traits the images contain, i.e., whether the image is a portrait, a closeup, a product; what colors are used in the image, what skin tones are prominent; whether there are warm or cool tones present.
“There are many things that appear in an image that have not yet been measurable,” said Carolina. “To date, the industry has only been able to track text on social media telling brands why an image was liked, not just how many followers liked it. With Eyecue Insights, I am delving into the effectiveness of images. Using a unique combination of proprietary algorithms and open source filters, I am quantifying deep learning to explain what is going on inside brands’ Instagram images and how those images are perceived.”
Several beta programs are currently underway. Stay tuned for more on Eyecue in 2019.
Christine Chang, Sarah Lee, Founders of Glow Recipe
Fun things are happening at the K-Beauty manufacturer and distributor. In September Glow Recipe launched a pop-up in LA’s The Grove shopping center. The pop-up was designed to educate consumers on K-Beauty, including the various steps involved in skin care. Playing off of its successful watermelon- infused Glow line of skin care products, which launched in Sephora in January 2017, the pop-up is shaped liked a watermelon and decorated with pink walls and a pathway resembling watermelon seeds to lead consumers down the five-step skin care routine journey, including cleansers, toners, serums, moisturizers and masks. Exclusive product is being offered at the pop-up, including Glow-branded sweatshirts and a Limited Edition Holiday Jelly Tote Bag, which is retailing for $40 (a $50 value.) The pop-up is open until October 28.
Founders Christine Chang and Sarah Lee have also been making tweaks to certain Glow products, based on consumer response. Their Blueberry Cleanser, was a cult favorite, “was given more love to be in-line with the brand’s clean visible philosophy.” In turn, formulas are more sensitive-skin friendly also better priced, now selling for $34 for 160-ml container versus $34 for 100-ml. “Cleansing is a very commoditized category. We want to teach consumers that it makes sense to elevate your cleanser and using one with skin-treating ingredients will make a huge difference over time. It’s like working out.”
In addition to tweaking products, the company’s website was just relaunched.
Glow Recipe currently works with 30 to 40 brands, many of which are exclusive to their site. Glow Recipe Skincare is now in all Sephora doors with 120-plus endcaps, and have just launched in 70 doors in Sephora Canada.
Sales for Glow Recipe Skincare are estimated to reach $30 million at retail by the end of the year. New products are planned for November, so stay tuned.