The Covid-19 pandemic is shedding light on Augmented Reality's potential and advantages. Beauty giants are utilizing the technology to increase customer engagement and loyalty, highlighting its potential to revolutionize the industry.
Inclusivity in Beauty Market consumers are no longer able to visit a physical store to try out and then buy beauty products. Instead, they can do so through augmented reality (AR). Customers can also save money by avoiding the trial-and-error process of purchasing beauty products online that may not match their desired appearance.
One of the most recent beauty giants to join the AR trend is MAC Cosmetics, which launched a virtual try-on feature in partnership with the application YouCam. This feature lets users virtually try on beauty products before making a purchase. Although this is not MAC's first venture into augmented reality, it is a strategic move at the right time to attract beauty enthusiasts as they spend more time at home amid global lockdowns.
During the Covid-19 pandemic, the Chinese beauty technology company Meitu also launched a free augmented reality tool designed to assist beauty giants in increasing make-up sales. Over twenty different make-up looks can be virtually tried out by users of the tool, and it can also provide them with personalized product recommendations. The company asserts that the tool is compatible with social media platforms like Instagram and YouTube, which will help attract users who are spending more time on social media during global lockdowns.
Although 41% of global consumers have confirmed that they are buying the same or higher quantities of make-up since the outbreak, according to GlobalData's Covid-19 survey tracker in June, the in-store experience is still important. It is true that certain consumers have stopped purchasing cosmetic products since the outbreak of Covid-19. However, the in-store experience is still important. As a result, beauty brands have the chance to capitalize on this audience and promote the advantages of augmented reality services to them.
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However, despite the fact that AR partially eliminates the requirement for in-person shopping in this setting; The desire of the customer for it remains. In today's experience economy, consumers still value the ability to shop for goods in a store setting that reflects the brand's philosophy.
Despite this, augmented reality (AR) remains a method by which beauty brands can connect their online and offline offerings and interact with their customers in a fun and personalized way throughout this pandemic and beyond.
