Is AI Beauty Tech Coming for Li Jiaqi's Job?
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Recently, major beauty conglomerates have introduced AI-powered skin diagnostic devices, aiming to assist consumers in making purchasing decisions and driving sales. But does this high-tech sales strategy really work? Will consumers embrace it?
"OMG! This looks amazing! Buy it now!"
Li Jiaqi, dubbed the "nightmare of 900 million girls' wallets," has convinced countless consumers to click "purchase immediately" with his signature catchphrases, propelling brands like Perfect Diary and Florasis to prominence.
Behind Li Jiaqi, the most iconic beauty KOL, there are countless influencers across platforms like Weibo, Douyin, Bilibili, and Xiaohongshu, providing scientific skincare tips and practical makeup tutorials.
Beauty KOLs educate consumers about their skin types, help them choose suitable products, and guide them through transforming an array of cosmetics into flawless makeup looks.
"When Li Jiaqi recommends products, he explains which skin types they suit. Seeing his demo lets me visualize how they'd look on me," said Li Keke, who had just purchased eyeshadow and lipstick from Li Jiaqi's livestream hours before discussing her beauty journey with "Mantis Finance."
From skin education to product selection and application, beauty KOLs complete the consumption cycle for brands. Their influence drives brand growth while helping consumers like Li Keke advance their beauty skills.
However, as L'Oréal makes steady progress in its "tech transformation" with notable success, media speculation grows that "beauty KOLs may become obsolete."
While tech-powered beauty is undeniably the future, will KOLs really disappear? And will consumers accept this shift?
Technology and beauty seem unrelated at first glance. Yet most people test products before buying—explaining why beauty KOLs thrive.
But what if a smartphone or smart mirror could analyze your skin, simulate product trials, and facilitate purchases?
21 years ago, P&G envisioned this, collecting facial data under various lighting conditions to assess skin quality. Subsequent tech innovations sparked waves of advancement in beauty tech, peaking in 2019.
That year, L'Oréal—already active in tech—pivoted dramatically, announcing its transformation into a tech company focused on AR, VR, big data, and AI applications for personalized beauty solutions.
Other brands followed suit: La Roche-Posay developed an AI acne detector, Lancôme launched a "custom foundation maker," Neutrogena created "MaskID," P&G introduced a "precision skincare system," and Shiseido unveiled "Optune."
Industry giants' moves signal beauty tech's future: leveraging AR, VR, AI, and big data for virtual try-ons, skin diagnostics, and personalized product recommendations.
Indeed, beauty brands failing to embrace tech won't make good KOLs either.
Yet current beauty tech—whether virtual try-ons, skin analysis, or personalized recommendations—remains largely gimmicky entertainment tools for customer acquisition.
Take P&G's "Smart White" skin analyzer from OLAY, touted as lab-grade technology providing comprehensive skin insights for optimized skincare. But Li Keke, who tested it at a Shanghai counter, reported disappointment:
"The machine showed enlarged pores, fine lines, and subtle flaws, but these were issues I already knew about. The salesperson recommended the same OLAY products I've used for years—no groundbreaking solutions."
At present, beauty tech shares one trait with KOLs: sales focus. But while Li Jiaqi's expertise, techniques, and persuasive delivery make consumers willingly open their wallets, many brands' "tech" feels more like wallet-targeting vending machines.
"If so-called high-tech just means better sales tactics, I'd rather let Li Jiaqi take my money. He's far more entertaining than cold machines," Li Keke added.
While AI-driven beauty tech represents the future, current implementations remain underdeveloped. Economist Song Qinghui notes:
"Tech beauty is an emerging field that will scientifically serve consumers, but lacks standards and regulations. Some companies struggle with product quality and innovation, creating uncertainty."
These uncertainties ensure KOLs won't be replaced soon. "Mantis Finance" identifies three key reasons:
1. For consumers, tech-driven choices remain secondary in purchasing decisions.
Meitu Beauty's failure exemplifies this. Despite 50 million AI skin tests in 2018, its recommendation-based e-commerce platform couldn't sway buying habits, leading to shutdown.
While offering products from SK-II to Maybelline, Meitu couldn't leverage tech for sales. Meanwhile, Perfect Diary and Judydoll thrived via KOL livestreams.
2. For brands, current tech isn't essential to beauty consumption nor disrupts industry norms.
Today's skin analyzers and AR try-ons raise concerns from both beauty and tech perspectives. They identify known issues without offering novel solutions—remaining auxiliary tools that don't alter consumer behavior.
Yet KOLs demonstrably drive sales, like the 80,000 Perfect Diary eyeshadow palettes (endorsed by Li Jiaqi's dog Never) selling out instantly during his livestream.
3. Market-wise, the KOL marketing + tech investment formula will long remain beauty brands' dual-engine strategy—both legs must stay strong.
On one hand, beauty KOLs demonstrate immediate marketing impact through livestreaming, remaining an effective growth driver for brands. On the other, technological empowerment demands increased R&D investment to stay competitive.
In essence, brands must defend their current market position while preparing for future battles.
This dual pressure will trigger significant industry consolidation. Many SMEs may struggle to sustain both high marketing costs and R&D expenditures, facing acquisition or closure risks.
Imagine KOLs continuing their vibrant livestream performances while certain brands fade into obscurity - this scenario already materialized with Korean brand Skin Food. While competitors like Innisfree and Etude House consistently innovated, Skin Food relied on outdated products, ultimately facing bankruptcy.
Meanwhile, Innisfree has not only solidified its market position but also embraced digital transformation, achieving 173% sales growth during 2020's "Goddess Festival" livestream campaign.
2020 presents a pivotal year for beauty brands. While technological transformation is inevitable, KOL marketing remains center stage as livestream commerce gains momentum. The industry will likely maintain this coexistence model long-term.
Beauty care blends art with science - but true scientific application belongs in R&D labs rather than sales counters. Only when brands deeply understand consumer skin needs can they develop targeted solutions.
Anyone can identify problems; the real value lies in solving them.