AR is an interactive experience where a physical object in the real world is enhanced by computer-generated information to create a real time 3D experience.
Snapchat and other social media platforms have made AR famous with the use of filters to overlay and change facial features, add makeup, cat ears, dog ears, noses, hats and more. Sephora has AR mirrors that allow you to try on shades of makeup without the mess of actual makeup. With this technology you can use an app to change your hair color to any shade you’d like to try.
Imagine trying on succulent summer shades of lipstick all while enjoying refreshing frozen Margaritas in a glowing pool of sunshine on a patio in July. This is what AR is meant for.
Social Media has dominated the Augmented reality market. It has become the main way that consumers access AR. Now the beauty industry seems to be next to take the limelight in this trend and we don’t see it going away any time soon.
This latest shift in online purchasing has created a wealth of opportunity for beauty brands in the use of AR technology. It is becoming so mainstream that the use of AR is turning into an expectation rather than a luxury. With this technology consumers can try on as many products that change their physical appearance as they desire without ever getting off of the couch. Companies are using this as a way to guide and educate consumers about the variety of products they offer. It is a way for the brands to push the use of aesthetics by allowing people to experiment with as many looks as they want.
Many of the big names in beauty are using this tech to enhance the users experience. L’Oreal’s Perso, launching globally in 2021, is an AI device that analyses your skincare needs to create personalized products on the spot. Sephora has their ‘Virtual Artist’ mirror to simulate makeup on a person’s face.
Millennial’s have taken to AR like a moth to a flame. This generation is online constantly trying new products, playing with hair color, using filters to give the appearance of makeup, they are more likely to buy based on the AR experience.
There is no doubt that this technology is meant to target millennial’s but also has Gen Z intrigued by the ease of changing hair color or adding luxurious eyeliner with a simple touch of a screen. Even though this technology does seem to mainly target these generations there is a huge group of consumers that still prefer to shop in person before committing to the purchase.
Augmented Reality fits in perfectly with the beauty industry’s need to create the best user experience possible. For this reason the virtual mirrors in stores are having a great impact on the buyer’s experience. These mirrors act as a powerful tool in the personalized sales process by offering ease and convenience in sampling many different products.
Augmented Reality is changing the way people shop and will continue to change the way the beauty industry sells and grows.