The current crisis has profoundly changed consumer behavior and expectations. Since the blockade began, personal safety and hygiene have become a significant concern. Consumers are afraid to visit crowded markets and, in some cases, delay purchases. One area that has experienced unprecedented growth in many ways is online sales. From grocery shopping to banking, consumers meet most of their needs online.
Become part of this movement; the beauty industry needs to be innovative and provide experiences that align with physical stores. Major e-commerce Beauty brands use Artificial Intelligence (AI) and Augmented Reality (AR) to develop evaluation, comparison, and testing tools they can use to find beauty products online. We can learn from some of these cases.
Role of Augmented Reality in cosmetic products
As customers get diverted from physical stores and switched online, brands need to switch to virtual testing tools to maintain their offline experience.
- With L’Oréal ModiFace, users can try AR-based makeup
- Olay, which is a PnG brand, launched Skin Advisor in 2017. Based on in-depth training, a product that analyzes the user’s skin based on photos is recommended. Of the 6 million people who use this service, the report says that 94 percent think that the recommendations are appropriate.
- With Maybelline‘s virtual trial tool, you can apply and compare four makeup products simultaneously. It also shows before and after view comparisons.
- Sephora’s virtual artist analyzes your skin and features of your face to recommend a suitable product for you to try. As of 2018, users have described more than 200 million shades of color using this feature.
- 88 percent of all midsize companies are already in the practice of AR in some way (Deloitte)
- Sixty-six percent of people say they are interested in using AR to shop.
- Sixty percent of people want to imagine how and where a product fits into their life.
- The conversion rate for users who participate in AR increases 90 percent compared to users who do not.
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Artificial intelligence is used mainly for product recommendations
Are you tensed about the safety and effectiveness of any cosmetic products? The company develops tools to recommend AI-based products to address sore spots.
- Proven Skin Care – This is a tool based on the Skin Genome Database. The database contains points for the effectiveness of more than 20,238 skincare substances, the characteristics of more than 100,000 individual products, 8 million user recommendations, and 4,000 scientific publications.
- The EWG Cosmetics in Skin Database is an online tool for searching for ingredients in cosmetic products. It contains hazard ratings for 70,000 products from 2,374 brands and information on 9,000 ingredients.
- The function of Beauty produces personalized hair care products with ingredients recommendation by machine learning algorithms. This custom shampoo/conditioner formula is specific to the client’s hair type.
New technology involves high risk
At first glance, technologies such as virtual AR-based test kits seemed easy to implement. It is best to have a 3D photo of the product catalogue or data attribute that mimics its real-life application. That is just the tip of the iceberg; the real complexity lies in it.
Breakthroughs in product development are being made in this area – the transition from storefront novelties to functionality that most users use. What was previously limited to expensive items such as real estate is now being used to present available products.
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