It has been estimated that by 2020, around one hundred million people will shop in augmented reality (AR). In only a few short years AR may be as common as smartphones and tablets. Brands are finding new and improved ways to reach customers and notify them about products and one of the best ways to accomplish this is through technology. AR is being used to reach more people this way and one industry which is benefiting off it is the beauty industry. Makeup brands and influencers have been accepting the new wave of AR in many ways. Does this mean AR has had a significant impact on the beauty industry?
Beauty Brands Are Accepting AR
Major brands like L’Oreal and Sephora are trying to personalize their offers and listen to the increasing demands of their customers. By using AR tech in branding, makeup brands are accepting the fact that they are innovative and avant garde. Developing new products with AR tech requires a lot of knowledge and a large budget to accomplish. Despite this, brands are wholly accepting this because of the kind of opportunity it offers. It has been calculated that women spend around $3700 a year on beauty products. So if brands were to up their game and add in innovative ideas, they could make more sales.
The Role of Millennials and Gen Z
Snapchat introduced the “Lens” feature in 2015 which uses real-time face detection technology to add filters to your snaps. Some of the most popular filters act as professional air brushers and retouch any imperfections on the face. The popularity of the lens was seen amongst younger people. Millennials and generations that come after them have had a big role in this influence. A survey was conducted where it was found that 78% of millennial customers would be more inclined to purchase a makeup product if they could see what it looks like on their face before they bought it. This has been thus incorporated into beauty as today there is a host of AR apps and tools which cater to this younger generation.
The Rise of AR’s Popularity
Big brands such as Rimmel are taking simple approaches to meet the demand for AR tech within the beauty industry. There are apps, ‘Get the Look’ experience and easy online shopping that has changed the way we purchase cosmetics. These tools will eventually collect data regarding consumer preferences and work on effective marketing strategies. Why does AR work, though?
AR is providing simple solutions to many problems in the beauty industry. With a whole range of technological means consumers can now try on different makeup looks from their own homes and workplaces. This helps them see if some products or shades will suit them. These offerings are easily boosting sales due to their personalization and innovation. A simple means to avoid the risk of purchasing an unsuitable product.
Saving Time and Money
AR is a great way through which customers can save their time. Visiting actual stores is no longer a necessity and experimentation with beauty products can be done from the comfort of your current surroundings. Around one third of consumers purchase beauty and grooming products online and the rest are interested in doing so rather than physical shopping. The trial and error aspect of buying these products is completely eliminated and it is saving time and money for easier future purchases.
A Real Customer Need
One of the biggest retail brands for beauty products is Sephora and they have been using AR to make their sales. Using their app, customers can see what products will look like on their faces and even try out tutorials for learning how to apply makeup. It has been reported that 66% of women in the UK aged 16 to 24 learn new beauty techniques from the internet. This is why the potential of AR is so far reaching as Sephora’s app alone has accumulated over 8.5 million users. It is a direct response to a real customer need and any AR design studio is able to provide it for all kinds of industries.
Easy Ways to Engage
Younger people generally like to take advice from YouTube or similar platforms. This is reflective on engagement of audiences and how to make it stick. The demographic is native to the digital world which is why AR enabled innovations are an easy way to engage potential customers. Trying out entire collections and looks without having to visit a retailer is increasing the probability of a purchase and people are spending more money on these cosmetics.
The future of AR tech and beauty is intertwined and we are curious to see where it goes. Strategies have evolved and consumer reach is increasing significantly, which says a lot for the future of AR.