Digital Customer Experience Analysis in BeautyTech: Focusing on CES from 2018 to 2025

This study explores the evolving nature of digital customer experiences in the beauty tech industry, focusing on cases presented at CES(Consumer Electronics Show) from 2018 to 2025. As beauty companies increasingly integrate cutting-edge technologies such as AI, AR/VR, and sensors, customer expectations have shifted toward hyper-personalized and emotionally resonant experiences. Notably, Loreal became the first beauty brand to deliver a keynote speech at CES 2024, emphasizing sustainability, inclusivity, and emotion-centered innovation as core values of beauty tech. Through expert triangulation and qualitative case analysis, this research categorizes digital customer experiences into five types: Personalized Experience, Immersive Experience, Sensor-Based Self-Awareness Experience, Emotionally Interactive Experience, and Socially Responsible and Ethical Consumption Experience. These categories reflect a transition from function-driven innovation to human-centered digital engagement. This study not only proposes an integrated framework for analyzing beauty tech experiences but also offers strategic implications for K-beauty brands and global stakeholders. Furthermore, it provides future directions for research and policy in beauty technology, emphasizing the importance of convergence, consumer education, and ethical design.