Simplehuman seeks to grab a bigger share of the beauty accessories category with high-tech mirrors.

Simplehuman, the company that turned the trash industry upside down, is now looking to claim a bigger stake of the $1.1 billion beauty accessory business, as tracked by Statista.

Founded by Frank Yang in 2000, Simplehuman morphed even the most prosaic household items into technology marvels such as a garbage can that opens on command or sensor soap pumps for the home. By innovating household products, the company has amassed annual sales of $220 million.

Simplehuman will reveal its latest beauty technology iterations, The Sensor Mirror Hi-Fi and Sensor Mirror Hi-Fi Assist with Google Assistant, at this year’s Consumer Electronics Show, which kicks off tomorrow in Las Vegas. CES has become a hotbed of beauty tech launches with companies such as L’Oréal, HairMax and Foreo using it as the stage to reveal devices. Simplehuman’s new mirrors usher in the opportunity to pump up tunes while primping, as well as listening to a podcast or even following makeup tutorials.

Simplehuman dipped its toe into beauty five years ago with mirrors that have been upgraded over the years to include a feature called Tru-Lux light, which simulates natural sunlight for better makeup applications. There are nine sensor mirrors in the assortment. A common complaint of makeup mirrors is that they don’t show what makeup will look like outside the home, an issue Simplehuman hopes to solve.

“Our company is devoted to making you more efficient. We started in the kitchen where there are a lot of routines and we started to expand and ask what we could do in the bathroom. Getting ready is a big routine and we decided a mirror could become the main tool,” Yang said. “Makeup and beauty became the main spin.”

In looking how to improve makeup mirrors, Yang centered on furthering the clarity and magnification without “clown” face distortion while adding sound. Great attention has been paid to the quality of the tone to exceed that of conventional Bluetooth speakers, added Yang, a self-proclaimed audiophile. He believes the access to music will be coveted by young and old consumers. “Who doesn’t like to listen to music when they get ready?” he asked.

The Sensor Mirror Hi-Fi.Additionally, the Sensor Mirror Assist has the capability to link with Google Assistant to access everything from news to makeup tutorials. Both models work in tandem with the Simplehuman app, which unlocks additional features for setting alarms as well as increased control over sound, lighting and sensor activity. “You could set an alarm for 7 a.m. to start playing a favorite podcast, radio station or tutorial,” Yang said. “The new Sensor Mirror Hi-Fi and Sensor Mirror Hi-Fi Assist models dramatically raise the bar by combining our Tru-Lux light with superb audio to enhance your morning routine — from makeup application to listening to your favorite music, our next generation of mirrors were developed to revolutionize your morning routine.”

The new mirrors do double-duty in the wellness sector. Both models introduce “night shift,” a first-to-market setting that shifts to softer, more-relaxing light to promote better sleep, in addition to “candlelight” and “nightlight” modes offering greater variation.

The connected audio streams sound over Bluetooth or Wi-Fi for devices operating AirPlay 2, which allows for uninterrupted texts and calls while listening as well as pairing with other speaker systems in the home.

Sensor Mirror Hi-Fi and Sensor Mirror Hi-Fi Assist will be available in spring 2019 for a suggested retail price of $350 and $400, respectively, at Simplehuman.com.

Beauty technology is one of the fastest-growing segments in the personal-care industry with innovations such as Amazon Echo Show Let’s Get Ready used by Coty. An estimated 50 million U.S. adults now have access to a voice device and the sector is poised to expand exponentially over the next few years. Personalized features, according to Karen Doskow, director of consumer practice at Kline, are among the features driving sales.

As he eyes a greater share of beauty accessories, Yang said he’ll focus on meaningful improvements. “When a mirror has more tech, it is a better mirror,” Yang said. “But, we want to do new technology that makes a difference, not just for technology’s sake.”

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