The Power of Virtual Try- On in the Beauty Industry

If you’ve recently bought beauty products online, chances are you’ve probably noticed the groundbreaking ability to virtually try them before purchase. You’ve also discovered then that you don’t need to actually put them on your face to see if they look good. We now have the luxury of doing so through Virtual Try-On technology, which is revolutionizing the beauty industry in more ways than others. In fact, driven by digital tools and AR, the beauty market is expected to exceed $716B by 2025.

By using real-time face-tracking technology, Virtual Try-On technology has introduced a new era of transformation. It’s through the use of an AR-enabled device with a camera that customers can visualize how makeup products such as lipstick, eyeshadow, foundation, or blush will look on their faces before purchasing them. This technology provides customers with an immersive and interactive shopping experience, allowing them to experiment with different shades, textures, and finishes.

So how is VTO implemented online and in-store? What are its benefits? And what are some of the brands that have taken its potential to new heights?

Virtual Try-On In-Store and Online

One thing we know for sure is that Virtual Try-On technology can help beauty brands improve their product offerings, by providing valuable data and insights into customer preferences and usage patterns.

Brands and retailers are actively integrating Virtual Try-On Makeup into their eCommerce platforms or in-app, whereby a Virtual Try-On software tracks the user's face – also known as a 3D Facial Mapping –  to ensure that the makeup is applied to the correct areas of the face. This is done using a facial recognition technology that analyzes the user's facial features and maps them onto a digital model. Once the user's face is tracked, the software analyzes the user's skin tone and color and provides accurate recommendations for makeup shades.

Makeup Virtual Try-On applies the selected makeup to the user's face through AR, which overlays the virtual makeup on the user's face in real-time. It’s a mirror-like experience that allows users to see how the product looks on them from various angles.Makeup Virtual Try-On can also be implemented in several other ways. For instance, some stores, retailers and brands may use and install augmented reality (AR) mirrors in their stores that use a camera and AR technology to create a virtual representation of the customer's face. Customers can then use the mirror to try on different makeup products and see how they look in real-time. These mirrors can also be programmed to suggest products based on the customer's skin tone, features, and preferences.

Retailers can also set up kiosks and tablets in their stores that allow customers to try on makeup products virtually. These kiosks can be equipped with cameras and AR technology, or they can use touchscreen displays that allow customers to select different shades and finishes.

What about the benefits?

Did you know that only 1/3 of makeup users are still okay with using self-testing products or "testers" in-store? And that 59% of consumers say they would be likelier to purchase a product they’ve seen visualized through AR?There are many benefits to Virtual Try-On Technology, and some of which focus on the environmental impact of the beauty industry. Let’s explore:

1. Increased Sales & Conversions: By providing customers with a better visualization of how products will look on them, Virtual Try-On technology boosts buyer confidence and thus increases the likelihood of a purchase. It can also encourage customers to try new products and shades that they may not have considered otherwise, especially online.
2. Immersive Customer Experience: Virtual Try-On technology can provide customers with a more engaging and interactive shopping experience, allowing them to see how products will look on them before making a purchase. This improves customer satisfaction and loyalty.
3. Cost Savings: Virtual Try-On technology reduces the cost of providing physical product samples and testers, as well as the cost of restocking and disposing of these items. This can result in cost savings for both the retailer and the manufacturer.
4. Reduced Returns: Recent studies have shown that brands that use VTO have seen 64% fewer returns, thanks to the confidence this technology gives to customers when buying products.
5. Competitive Advantage: By giving customers a more tailored and hands-on experience, businesses set themselves apart from their competitors and future-proofing their business with a big added value.
6. Insights into Purchase Patterns & Consumer Behavior: By incorporating intelligent algorithms into AR makeup try-ons, you can analyze purchase patterns and consumer behavior, make product recommendations, and keep track of which products are selling the most so as to tailor your offer to meet your customers' actual needs.
7. Carbon Footprint Reduction: By reducing the need for physical product samples, Virtual Try-On technology can also help to reduce waste and the environmental impact of the beauty industry.
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8. Hygiene benefits: By providing a hygienic and safe way to try on makeup, VTO enhances the customer experience and builds trust between the customer and the brand. Customers can feel confident in their purchase knowing that they have tried on the product virtually and found the perfect shade and style without any risk of contamination.

The Biggest Brands Are Doing It Too!

So we’ve established it, Virtual Try-On for makeup is a game-changer. And, if you’re curious to know, here are some of the brands that are fully taking in the potential of VTO.

•       Sephora: Sephora has a Virtual Artist feature on their app and website, which allows customers to try on thousands of products, including makeup, hair color, and false lashes. Users can try products from their favorite brands, see how full looks would look on them, and get virtual step-by-step tutorials customized to their own faces and color-match their makeup to their outfits.  They can also see how the latest trends work on their face and learn to recreate them with instructions that actually map out where to place the product on their face, how to blend them, and which products they need to achieve the look.
•       L'Oreal Paris: With L'Oreal Paris, there are three easy steps to view products with VTO. Users are thus asked to select one of the products they would like to virtually try on, click Tap& Try and see their new look live or they can upload a selfie. Finally, they can flick through the shades to find the one that best suits them. These steps apply to hair color products as well, which gives the brand a competitive advantage.  
•       Charlotte Tilbury: Charlotte Tilbury has a Magic Mirror makeup online try-on where users can play with all the shades they want to try and find their perfect makeup match with makeup AI. Equipped with a selfie and share function, and an algorithmic recommendation tool to find the perfect look, Charlotte's Magic Mirror eliminates the hassle of applying and removing makeup and wasting time.

In a Nutshell

Virtual Try-On for the beauty industry typically involves the use of augmented reality (AR) technology to create a realistic virtual representation of a user's face or body, onto which various beauty products can be digitally applied in real-time. It can help customers find their perfect match, reducing the risk of purchasing the wrong shade or product, adding buyer confidence and increasing conversion rates. Additionally, Virtual Try-On technology can help beauty brands enhance their product development process, by providing valuable insights into customer preferences and usage patterns.

It's actually the answer to many of our problems…Virtual Try-On technology for makeup is transforming the way customers shop for beauty products and is becoming an increasingly popular tool among beauty brands and retailers. So, what are you still waiting for?

‍Are you looking to upgrade your audience’s online shopping experience to a more engaging, interactive, and effective one? Schedule a demo now to learn more about how we can help you.