Benefit Cosmetics’ new brow translator wants to track your feelings

Benefit brow translator


Benefit Cosmetics has launched a new initiative that’s part-behavioural technology, part-marketing strategy. It has been working with a neuroscientist to develop a ‘brow translator’ that should be able to tell if someone is experiencing a range of emotions from happy to angry, seductive to confident.

Benefit said its belief that brows can convey a range of emotions is backed by recent behavioural studies that suggest eyebrows may be the single most important facial feature for expressing emotions.

The brand, which is the leading brow brand worldwide (based on estimated total global prestige brow product retail sales from July to September 2016) has over 2,100 BrowBars in 41 countries and obviously has a vested interest in anything to do with eyebrows.

The company collaborated with facial recognition expert and neuroscientist Dr Javid Sadr to create the Benefit Brow Translator. It’s a microsite that uses facial recognition analysis and machine learning.

The online version available on microsites in 21 languages with users able to capture or upload a photo to see what their brows are expressing or download their results and share them on social media using the hashtag #benefitbrows.

This is not the first retailer to track emotions, at the tail end of last year eBay launched a retail pop-up where consumers could shop for the perfect gift using their emotional connection to certain items. And before that in 2015, Glade was one of the first retailers to experiment with the idea that there is a connection between how consumers feel and how they shop, an experiment they tested out with their temporary Museum of Feelings in New York. This is a trend that we’ve been tracking on WGSN Insider for the last two years, as more and more brands are experimenting with emotional analysis software to provide added data about how consumers interact with product, and ultimately why they choose to buy.


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