ULTA

CoCo Sin

Tanvi Jain

Macy Jarvis

Carol D’souza

CHOSEN TECH IMPLEMENTATION BACKGROUND

This technology was developed by designers in Tufts University, Boston. The aim is to improve the healthcare and well-being of individuals through their food and drink consumption. It is currently at the research stage, however, it looks promising as investors include the U.S. Military and Army.

WHAT IS IT

- A small sensor mounted to the tooth - Detects everything one eats, drinks or smokes - Real Time Tracking - An extension of the RFID Technology - Dynamically reads information on its environment - Wirelessly transmits information to a mobile device

HOW IT WORKS It can be mounted to teeth using safe adhesive. The device consists of three different layers. The center layer is the bioresponsive layer. The hydrogel in the layer absorbs the substances. The outer layers are made of gold, and work as antennas. There is a film that then transmits them as signals to a mobile device.

2013 STUDY

PDF from September 8, 2013 study in Zurich, Switzerland

4.5 x 10 mm chip inserted into artificial teeth / dentures of eight users (5 males and 3 females) Sensor board coated with dental resin for safety & to saliva-proof Bluetooth wirelessly transmitting sensor data to a mobile phone (data analysis and oral activity recognition) Oral activity recognition comprises the following three steps: (1) data preprocessing, (2) feature extraction, and (3) data classification 2013 prototype was not considered safe to be swallowed

RESULTS

2013

2018

Size

4.5 mm x 10 mm chip

2mm x 2mm chip

Placement

Only applied to artificial teeth / dentures

Can be mounted directly to the teeth

Safety

Unsafe to swallow

Can be swallowed

Technology

Bluetooth radio

RFID chips

Results

93.8 %

RESULTS

WHY

SKINCARE We would like to apply this technology to a skincare and beauty company. Skin care is a necessity because skin is our primary contact to the environment, and becomes the origin of all infections. Implementing this technology to be able to gather real time information about the internal and external state of the skin will allow Ulta to provide customers safer and more personalized experiences.

When you look good and you will feel good!

WHAT - Beauty retailer WHERE - United States based PRODUCT CATEGORIES Cosmetics, fragrance, skin, hair care products and salon services ASSORTMENT - 20,000+ products - 500 well-established and emerging beauty brands - all categories and price points (including own private label) SERVICES - Full-service salon featuring hair, skin and brow services - Personalized service, fun and inviting stores and its industry-leading Ultamate Rewards loyalty program

All Things Beauty, All in One Place™

- Unique customer-employee relations - “well trained and

- Weak brand awareness globally

without commission�

- Cosmetics industry has huge competition and hence

- Business model = convenient

individual companies have limited market share (4% market

- Wide market range

share (2013))

- Innovative and exclusive deals

- Unique selling proposition is not clearly defined

- In-store well organised

- Limited success outside core business

- Strong distribution

- Need more investment in new technologies

- Brands trust Ulta as a good platform for market research and launching new products

STRENGTHS

WEAKNESSES

- New technologies

- No regular supply of innovative products

- Re-branding

- Increasing competition

- Marketing and encouraging their skincare and beauty

- Market needs and demands changing rapidly & drastically

knowledge - Customers wanting loyalty and connection to a brand

OPPORTUNITIES

THREATS

ABOUT - Global Leader in beauty retail

- Widest selections of higher end, luxury and mid-tier brands - Owned by LVMH

- Approx 2,300 stores, 33 countries - Expanding base of over 430 stores across the Americas - Successful private label and exclusive brands

SUCCESS Sephora has strong customer involvement strategies, which builds trust and loyalty. New technologies are used in stores to enhance customer experience

and to acquire customer data. Their online and mobile experiences are also carefully catered to their target market’s needs. Having this seamless omni-channel

presence heightens engagement. They incorporate the use of technology and customer feedback to create the perfect environment and help customers make better purchasing decisions.

DIRECT COMPETITOR

ULTAMATE SKIN SENSOR

WILL DETECT

Skin dryness / moisture Skin texture

WILL ANALYSE Products used

Ingredients used How envrionment affects the skin

WILL IMPROVE Offer suggestions Quality of skin Skin health

IMPLEMENTATION

MOCK UPS

BROWN There will be three options provided, allowing users to wear the chip during different occasions. A dark brown chip that can be used as a beauty mark or placed behind the ear for secrecy.

A transparent chip that will adjust it’s colour based on the user’s skin colour.

NUDE

A special jewel chip that can be used as a face jewel, an earring or even a part of an accessory.

JEWEL

RESULTS OF IMPLEMENTION

- Increase in brand recognition

- Effective implementation of new innovative technologies

- Promotes the ULTAMATE loyalty program & app

- Creates stronger customer relationship

- Product provides ULTA with customer data

- Solves many purchasing decision errors as consumers would know the ideal product for them

- Could become a globally desired product

- Attracts millennials and following generations as skincare is of great value to them

SOURCES http://now.tufts.edu/news-releases/scientists-develop-tiny-tooth-mounted-sensors-can-track-what-you-eat https://www.fastcodesign.com/90165250/want-to-track-your-diet-put-this-gold-sticker-on-your-tooth https://dl.acm.org/citation.cfm?id=2494352 https://onlinelibrary.wiley.com/doi/pdf/10.1002/adma.201703257 http://delivery.acm.org/10.1145/2500000/2494352/p41li.pdf?ip=69.41.96.243&id=2494352&acc=AC- TIVE%20 SERVICE&key=A79D83B43E50B5B8%2E580BE59EAD0E82BF%2E4D4702B0C3E38B35%2E4D4702B0C3E38B35&__acm__=1522610106_3388d3efa8fa3d076c28eaad90da6230 https://interestingengineering.com/scientists-develop-tooth-sensors-that-can-monitor-your-diet https://medium.com/@prettysocial/sephora-vs-ulta-beauty-battle-1b78 7e1b92 https://www.lvmh.com/news-documents/news/sephora-rolls-out-new-sephora-experience-connect- edstore-concept/