Anastasia Beverly Hills, a cosmetics company best known for its eyebrow products, is launching an AI eyebrow app to help users shape and look after their brows while salons remain closed. Users can scan their face and add in personal preferences for shape or color to get a personalized grooming routine that will create their desired look. The app has specifically been built to include the brand’s iconic Golden Ratio eyebrow shaping method so that users are getting both branded and personalized advice via their phones, to mirror the service they’d get in-salon from a brand-trained therapist.

Consumers want professional-level digital beauty adviceGarin Chadwick (2019)

Personal grooming has been a major pain point for consumers during the pandemic. With beauty salons closed, treatments that are usually carried out every few weeks by trained professionals were completely unavailable, leading to masses of online advice on the best ways to shape and care for brows at home. Testament to this is the #soapbrows hack, which counts over 100 million views on TikTok. However, professionals themselves recommended clients “not touch their brows” when doing DIY grooming due to the complexity of an eyebrow shaping procedure. In a bid to keep up video-call-worthy looks, consumers are continuing to seek out professional-level services and advice when it comes to grooming, giving brands the opportunity to offer branded techniques and tailored tips digitally.

Polina Norina is a senior behavioural analyst at Canvas8. She has a background in editorial project management and copywriting, and has previously worked on New York Times bestsellers in trade publishing and international comms projects for companies like Airbus. Outside of work, you can find her learning new languages, reading non-fiction or discovering new design innovations.