Issue link: https://digital.copcomm.com/i/1530961
THE ARTISAN SPRING 2025 • 47 PS from the future: An incredible event that happened during (but aside from) British Beauty Week was a private invitation for the launch demonstration of V-Metics, by Dr. Alex Box and Philip Delamore. "V-Metics is an intuitive virtual cosmetics software that brings real artistry to the digital sphere for the first time … V-Metics brings new opportunities to the creative economy by translating real-world cosmetics and looks into the virtual space. Build the tools, create the future." Dr. Box demonstrated the use of a Stylo pen or a mouse to minimic a variety of brushes, to create a completely realistic, 3D, texture, placement and color-driven technology that allows the artist a freeform application of make-up on a virtual human. Without the logistics or dynamic of a human model, one can play unhindered. Added value: Intellectual property is traceable back to the artist within the design of the technology. This type of technology has been happening for a few years now in costuming and fashion, Dr. Box References: https://www.v-metics.com/ https://faceequalityinternational.org/ https://www.lucyedwards.com/ https://britishbeautycouncil.com/ enlightened. V-Metics would apply seamlessly to film television and character design, with the ability to scan an actor's 3D face. It is real artistry, a real artist behind it, and real emotion. Having experienced my own "state of flow" using the technology for 10 minutes, I was entranced by its ease of use and endless possibilities. Further applications will be developed, along with expanding tools, brushes and accessibility. There is room to add SFX and prosthetics in the development, something Box has always honored as a creative. This does not remove the artist or artistry; it adds to the toolbox. "You've got this 360 immersive communication tool that you didn't have before." Dr. Box, beam us up. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Private demonstration and image, courtesy of V-Metics by Dr. Alex Box. Disclosure of diversity and erasure was a key theme, especially for those who have facial differences, hidden disabilities or visible physical disabilities. There were some shocking statistics said in the room. Both Lucy, who has been blind now for 11 years, and Matilda(face equity) felt that oftentimes people with disabilities are shut out of opportunities and engagement in the beauty industry. Disclosing a disability or a visible difference means that one-third of people applying for job interview are not selected. There is a 'pretty premium' that shows that people with a facial difference earn three-fourths less than standard-faced counterparts. In AI (artificial intelligence), Matilda noted that face-recognition apps and people with facial differences are often flagged as harmful or have a sensitive content flag on social media and apps such as LinkedIn. Those who have scars and facial differences are often perceived as villainous, no thanks to our portrayals and narratives in the entertainment industry (think 007). This also made me reflect on how representative and accessibility driven are we in the USA and Local 706, toward our colleagues and performers who have visible or hidden differences or disabilities? The idea that disability means confinement and an inability to work is a deeply dated view, and I think we have a long way to go. There is an $8 trillion economy for people living with disabilities and their counterpart such as family and carers. Fifteen percent (15%) of the world's population is disabled. This is an untapped market yet often financially and physically inaccessible to the disabled demographic. Lucy's biggest messages were about inclusive design, consideration, and small acts facilitating accessibility, and changing the narrative around beauty. It isn't always about looking, it's also very much about experiencing and feeling. She doesn't need a mirror or sight to feel or look pretty. If you follow her content, you will see that not only does she enjoy make-up, but she also applies it to herself, beautifully. Lastly, Lucy has secured funding for her own intentionally inclusive beauty brand, ETIA. Watch, champion, and feel, this space. .............. The skin care panels had some very interesting conversations around sustainable practices, holism, realism, skin health and safety as a priority, and the seduction of social media without fact-checking. Responsible brands such as No. 7 are looking to educate and elevate their creators on the science behind the product, in order to deliver accurate information. This calls to highlight our role as expert users and to perhaps to question the 'free focus group' engagement channels we see of late on social media. It's not reliable evidence. Scientists and doctors in the panels urged us to be cognisant of the hierarchy of evidence, methods of research, to seek clinical trials, coupled with skin care professionals' unbiased/unsponsored opinion (the lowest form of formal evidence in the hierarchy BTW), not just user experience (not evidence). Marketers on the other hand, loved the free and flowing user feedback. Such are the differing perceptions of data and rigour over differing intentions/careers! The second half of the day focused on sales on social media and authentic voices within the beauty community. As professionals, we can offer brands the power of 100-plus influencers, given the knowledge of our industry. We test products on numerous skin and hair types, numerous times in numerous environments. We are also authentic voices in the beauty industry. The Point: Attending such events gives an enormous insight into how expansive the global beauty industry is. Experts involved at policy and government level (such as the BBC) are important to dispel myths and boost our industry. By staying ahead of the curve using new technology, getting involved with organizations and policy, reflecting on diverse viewpoints, and creating networks globally, we can all grow, give, and receive in our industry. I would like to thank Millie Kendal, the BBC team, and all the sponsors for their support and generosity. . . . . . . . . . . . . . .