With the device storing up to three months’ worth of data, L’Oréal says it decided to take a “conservative” approach by only storing anonymised information about individual users.

Part of the reason for this, Balooch says, is that people will “use the product better” if they aren’t forced to enter their personal details or log in.

“That’s the most important thing. If you look at the reason why, if people can change their behaviour in the sun, it’s good for business but also good for their lives. That doesn’t mean we can’t do interesting things with the anonymised data, like look at global trends and behavioural changes,” he says.

The device will be piloted in the US this year, with the consumer launch planned for 2019. UV Sense will also hit the UK market next year. An updated limited-edition version of the My UV Patch will also be relaunched this year, which Balooch says will look “more like a jewellery piece”.

Sourced through Scoop.it from: www.marketingweek.com