L’Oréal Paris has generally experienced positive results from embracing the digital world, earning a top spot in L2’s recent Genius report. However, the beauty brand recently took a risk by launching the UV Sense, its first entry into the wearable tech market — a sector which, though trendy, has long struggled to resonate with buyers.
The button-sized Sense sits on your nail and, when synced with the accompanying app, tells you whether you’ve been spending too much time in the sun. It also recommends relevant skin products depending on your score, testifying to the brand’s knack for combining content and commerce: L’Oréal’s app gets the highest ratings among brand apps tracked by L2. Defying wearable tech’s reputation for being expensive and unnecessary, accessibility appears to have been taken into consideration for the new product, which is expected to fall beneath the $100 mark.
The brand’s digital savvy could help make the UV Sense succeed where other wearables have failed. L’Oréal is a leader in social media, with consistent success on Instagram Stories and eight times more YouTube content than the average brand. It’s also one of the few beauty brands to officially distribute on Amazon, turning a platform notorious for its beauty gray market into an ally. While other wearable tech items waver, positioning wearable tech within L’Oreal’s digitally savvy set-up could be the button for success the sector has been needing.