Because big data gives feedback untainted by human agenda, it allows companies to identify an audience, mistakes and opportunities as accurately as possible. And it is also enabling companies to provide consumers with precise beauty services and products. Of courcse, large brands are no stranger to utilising insight gathered from analysing data. The Tmall Innovation Centre (TMIC), by the Alibaba Group, is dedicated to reverse engineer the process of developing products. By analysing data from Alibaba's massive e-commerce ecosystem, TMIC identifies new product opportunities for very specific Chinese demographics, letting the customer data determine the product should be developed.