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➟ “Open” Makeup as a Disruption of the Beauty Industry

The Woman Who Figured Out How To 3-D Print Makeup Explains How It Works
Jillian D’Onfro Tech May. 10, 2014, 2:31 AM, businessinsider.sg

Choi has created a prototype for a printer called “Mink” that will let users choose any color imaginable and then print out makeup in that exact same hue (at this point, she’s only done demonstrations with blush). By allowing people to skip the expensive department store prices to make the perfectly colored products themselves, Mink could completely revolutionize the makeup industry.

She’s being deceptively conservative when she says this product would be targeted at teenaged girls; it has far larger implications for the beauty industry.

If every shade and the chemically simple products that allow people to sport them are fully open and commoditized, and large brands have few qualities to offer beyond “packaging”, and the customer knows it, what will happen? Will advertising continue to be able to sustain them by selling a lifestyle, or will the images of beauty grow wider in scope and fragment as new tastemakers emerge from online communities, e.g. YouTube stars? Sure they exist now, but the collapse of beauty brands as a chief influence for consumers would create a vacuum for new ideas to take hold.

What happens in societies where billions of advertising dollars currently spent by a few large entities, to push narrowly defined images of beauty, just evaporates?

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