Technology has undoubtedly changed the way we shop for cosmetics. Major beauty brands are increasingly looking for new and innovative ways to connect with their consumers – one method being augmented reality (AR).
With top retailers now capturing up to 50% of their sales on mobile, innovative mobile solutions with AR are becoming more and more prevalent. According to GPShopper’s “Reality of Retail Tech” report, 58 percent of consumers who would like to use AR while shopping want to use it to see how certain items might look in a different color before buying. Though there are numerous augmented reality beauty apps in the market, apps like L’Oreal Makeup Genius, Sephora Virtual Artist Product Try-on, ModiFace, Honest Beauty, Urban Decay Vice, COVERGIRL BeautyU, YouCam Makeup: Selfie Makeover and OPI Nail Studio have been hugely successful.
Testing is vital to today’s buyer. Potential customers want to interact with a company’s products through their smartphone, even before visiting a store. The Consumer Technology Association reported that more than half of shoppers who use mobile devices, indicate they prefer to research on their devices rather than talk to store employees.
The following is a list of must haves for any successful augmented reality beauty app:
- Allow your consumer to try on an extensive range of products – this is a great opportunity to upsell! For example, the Urban Decay Vice app (known as the Tinder of cosmetics) lets the user try on dozens of lipstick shades without leaving the comfort of their own home. With such a vast assortment of products, it would be great if you could also test out a new eye shadow palette and blush at the same time.
- Ensure that your color swatches are accurate – oftentimes a color on one’s mobile device looks different than in person. Although OPI’s Nail Studio app is a great concept, reviewers state that the polish colors in app are nothing like the actual product.
- Produce true-to-life results – Sephora’s Lip and Lash Product Try-On is fantastic. With so many false lashes to choose from, their customers can test numerous lashes before buying.
There’s no denying that smartphones are the center of our digital lives. These technological advances are quickly becoming must-haves for cosmetic brands that want to stay competitive and relevant. In an ideal world, every shopper would have unlimited amounts of time to test out new products in-store. Unfortunately, most people’s lives don’t allow for weekly or monthly trips to their local Sephora or beauty counter. Rest assured, there’s a much bigger probability that your customer is going to buy your products if they can try it on anywhere, 24/7!
Want to learn more on how tech is used best in retail? Download the full Reality of Retail Tech report by clicking on the link below.