Future X, page-11

It's great to see the roll-out of global trade mark applications by P&G of SK-II FUTURE X in recent months.  The trade mark applications cover international goods and services classifications as follows:

• Class 3:Beauty care products and preparations; skin care preparations and products [cosmetic and non-medicated]; facial care products [cosmetic]; body care preparations and products [non-medicated]; natural body care products [non-medicated] for the face and the skin; cosmetics; cosmetic preparations; exfoliants for the care and cleansing of the skin; non-medicated preparations for moisturising, nourishing, toning and the care of the skin; preparations in the form of emulsions for the care of the skin [non-medicated]; make-up preparations; facial packs [cosmetic]; beauty masks; facial wipes impregnated with cosmetics; masks for the face [cosmetic]; cleansing masks; creams for wrinkles; creams for firming the skin; lipsticks; non-medicated lip moisturizers and conditioners; liquid and powder foundation; make-up base; non-medicated skin moisturizing creams, lotions and gels; skin whitening preparations; skin toners; non-medicated skin cleansers and astringents; eye masks (cosmetic); non-medicated eye creams, lotions and gels; non-medicated skin and body massage creams; soaps; perfumes; essential oils; dentifrices; body wash, shampoos; dry shampoos; hair sprays; hair gel; conditioners in the form of sprays for the scalp; hair conditioner; skin conditioners; conditioning balsam; conditioning creams; hair lotions; hair styling preparations; hair care preparations; hair coloring preparations; anti-perspirants; deodorants for personal use.
• Class 35: Advertising; Advertising agencies; Fashion shows for promotional purposes; Modelling for advertising or sales promotion; On-line advertising on a computer network; Organization of exhibitions for commercial or advertising purposes; Outdoor advertising; Presentation of goods on communication media, for retail purposes; Public relations; Publication of publicity texts; Radio advertising; Radio commercials; Television advertising; Television commercials; Telemarketing services; the bringing together, for the benefit of others, of a variety of goods (excluding the transport thereof), enabling customers to conveniently view and purchase those goods; such services may be provided by retail stores, wholesale outlets, through vending machines, mail order catalogues or by means of electronic media, for example, through websites or television shopping programmes; services consisting of the registration, transcription, composition, compilation or systematization of written communications and registrations, and also the compilation of mathematical or statistical data; services of advertising agencies such as the distribution of prospectuses, directly or through the post, or the distribution of samples.
• Class 44:Advisory services relating to beauty treatment; beauty consultancy; beauty salon services; beauty therapy services; beauty treatment; facial beauty treatment services; application of cosmetic products to the body or face; consultancy services relating to cosmetics; cosmetic make-up services; cosmetic treatment; application of toiletry products to the body or face; aromatherapy services; beautician services; consultation services relating to skin care; consulting services relating to health care; health spa services; make-up services; consultancy services relating to make-up; manicuring services. 

It is a wide net P&G are casting in relation to this SK-II FUTURE X brand, but I have highlighted the parts of that wide net that clearly indicate that this will cover their personalisation technology. Very sneaky of them, without referring to "personalisation", isn't it?

They have filed the SK-II FUTURE X trade mark application in the following countries on the following dates:

• United States (17 May 2018); also filed SK-II SKIN POWER on 24 September 2018
• Hong Kong (26 September 2018)
• Malaysia (26 September 2018)
• Taiwan (26 September 2018)
• South Korea (1 October 2018)
• Singapore (5 October 2018)
• Indonesia (8 October 2018)

If there was any doubt that this brand will incorporate OBJ technology, I think that doubt can be resolved here.  This article, published a month ago, quotes a P&G press release concern the new SK-II FUTURE X shop opened in Shanghai. Key points that indicate OBJ's personalisation technology is probably involved in this:

Harnessing Emerging Technologies

Powered by the latest technologies that include state-of-the-art facial recognition, computer vision, and A.I. technology augmented by the SK-II’s proprietary Skin Science and Diagnostics innovation, the Future X Smart Store in Shanghai employs an algorithm that supports self-service shopping to provide consumers with an intimate, personalized and immersive experience.

The experience begins with “The Art of You”- a large-scale digital wall that reads visitor’s facial expressions as well as head, eye and mouth movements. Each expression correlates to a different color scheme, while eye blinks trigger energy lines to pass across the screen. generating their own personal art pieces.

Visitors can also look forward to exploring the “Miracle Water” Lab which offers an immersive experience of how SK-II Facial Treatment Essence works on the skin.

Next, visitors can use a proprietary SK-II skin scan that is a reinvention of SK-II’s iconic Magic Ring Skin Analysis. Unlike other skin scans on the market, which require direct contact with the skin, this scan performs its intelligent analysis just by letting customers sit in a booth.

An interactive skincare wall will then display a comprehensive analysis of each user’s skin condition, together with a set of tailored recommendation based on the results.

Using a specially designed bracelet cooperative with one Jingdong – one of the leading eCOM channels in China that identifies each visitor, consumers can experience seamless “boundless” shopping by purchasing the products they need by just waving their wrists on a scanner, without the need for mobile application on-site.

The Smart Packaging That Connects You

In addition to the immersive beauty journey that consumers can look forward to, the Future X Smart Store in Shanghai will also see the debut of the Facial Treatment Essence Smart Bottle. SK-II’s signature product, SK-II Facial Treatment Essence, has over 90% PITERATM, the miracle ingredient discovered over 38 years ago that has been helping women all over the world achieve crystal clear skin.

For the first time ever, the brand’s best-seller receives a new packaging feature that harnesses the Internet of Things (IoT) through a companion app that enhances consumers’ SK-II skincare regimen in the comfort of their own homes. Visitors can witness this innovation on display at the store.

The Future of Beauty Retail

The Smart Store by SK-II signifies the brand’s first foray into retail innovation and signifies a turning point for the company and the start of a global transformation to connect with a new generation of consumers who are yearning for more meaningful engagements with the brands they know and trust.

“The role of retail to drive how consumers experience products in today’s post-digital world is vastly different than when we started, especially in the rapidly evolving beauty category in China today” says Sandeep Seth, Chief Executive Officer (CEO), Global SK-II. “In shifting our focus to bring innovation to consumers around the shopping experience versus product technology, SK-II is leading the way to create a new model for how we build and evolve our relationship with our consumers in
China and globally.”

Real-time insights and feedback collected will not only inform the future of brick and mortar retail, but help to reimagine the power of data and technology to augment a consumer’s journey with a brand for a truly omnichannel experience.

“SK-II is a brand built on deep science and innovation, which is why we’re thrilled to build an experience that aims to push boundaries within the retail and beauty industries,” says Seth. “Given the state of the retail landscape today, we see a great opportunity to adapt to new shopping behaviors and redefine the role of both product sales and beauty counselors with our personalized approach.”

The critical question for OBJ shareholders: How much is P&G paying OBJ for its contribution to this new brand?

J