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AR: Beauty Brands

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Beauty brands are now betting on Augmented Reality.

Sephora was the first brand to introduce the ‘Visual Artist’ feature which utilizes augmented reality that allows users to try on multiple different looks by overlaying make-up on photos.

Following after Sephora are bigger brands like L’Oréal and OPI. There are a couple of reasons why AR is becoming so popular among these beauty brands.

  • Personalizing Beauty Content

Consumers are rapidly turning towards their smartphones for purchasing beauty products. With the influx of beauty bloggers and influencers, it has become extremely easy to find reviews, tutorials, and hauls online. People are able to find pretty much exactly what they’re looking for. Everything except for knowing how a product will look on their own face.

Augmented reality introduces the concept of true personalization for your own face. Sephora’s ‘Virtual Tutorial’ will actually apply the makeup and tailor it to the user’s unique and individual features; something that no beauty blogger can do for you. This experience creates something more personal, and therefore more memorable for the consumer.

  • Interactive Elements

Beauty bloggers today cater to their following by building tutorials and how-to’s; consumers will merely go to these influencers to learn more and discover products. The Augmented Reality aspect actually becomes interactive for the influencer, creating almost a game-like feature. Users have the ability to experiment on their own time, whether they want to discover new products, learn more, or just to have fun with something new.

AR brings back the opportunity for creativity and self-expression. With this technology, it saves consumers time as well; they can do all of this without lifting a finger.

  • Bridging the Online and Offline gap

More often than not, consumers will buy the wrong shade of foundation. According to Sephora, women will buy the wrong shade seven times before finding the correct shade for their skin. The problem with buying anything online is the risk that it won’t match. Augmented Reality solves this problem by allowing users to make better-informed decisions without actually entering a physical store.

AR also helps consumers find products they would otherwise fail to notice, which is only a plus for beauty brands.

Chantal Wong

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