As technology continues to advance, many industries incorporate it into their business for better performance and growth.
The beauty industry has embraced technology, especially AR (augmented reality), to give its millions of clients virtual experiences of their products wherever they are. This leads to an incredible boost in sales of beauty products everywhere.
Imagine not having to visit your local beauty retailer to purchase a new lipstick or eye shadow but instead trying out the varieties on yourself virtually, getting an idea of how the certain product will look on you, then making an online purchase of the item. It is that simple.
What is exactly augmented reality?
AR is a computer tool that is able to identify real things like the face of a person. It then adds some virtual effects to the detected face, for example if you are not wearing makeup, it may virtually add some makeup on elements of your face like the lips, eyes, and eyebrows. It can also add other features to your face such as a hat, glasses, or earrings.
AR technology works by digitally superimposing data in an image, video, or text onto real objects like the face.
Perhaps you are already an augmented reality user and have no idea. If you use mobile apps like Snapchat to take selfies with your phone, then you already have a clue on how augmented reality works. The different filters you use on Snapchat or any other selfie app to enhance your looks are an example of how AR is influencing the beauty industry.
Augmented reality has helped to improve the digital marketing strategies of beauty brands such as Sephora and L’Oreal; by helping them increase awareness of the products to users, improve customer engagements about the products and enhance the experiences of different clients with the brands.
For instance, L’Oreal Beauty Company sponsored a lens on Snapchat to help boost and promote their Silkissime Eyeliner. When potential clients use Snapchat and come across the filter that will virtually make them appear as if they are wearing the Silkissime Eyeliner, and like how it looks on them, they will probably go to L’Oreal’s website and order the beauty product for themselves.
Beauty apps have therefore benefited from this by establishing marketing strategies with beauty companies. Snapchat has come up with its Snap and Shop feature that assists beauty companies to sell their products directly on the platform.
Improved in store experience
Augmented reality has not only simplified and improved customer experience with beauty brands by letting them virtually try on makeup before purchase, but has also helped boost the experiences of the customers inside the beauty stores.
A beauty company like Sephora allows its clients to figure out some complicated facts about their beauty using AR.
If you do not know what shade you skin or lips are, Sephora stores have Color IQ and Lip IQ augmented reality systems that will provide you with the accurate information you need in order to purchase the beauty products that best suit you. AR is the reason the beauty industry keeps growing while other industries deteriorate.