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How Technology is Revolutionizing Beauty Ecommerce

Emerging technologies like augmented reality and artificial intelligence are keeping beauty in business.

The current crisis has changed consumer behavior and expectations immensely. Since the lockdown started, personal safety and hygiene have emerged as a top concern. Consumers are scared of visiting crowded marketplaces and in some instances, have postponed purchases. One area that has seen unprecedented growth across multiple facets is online sales. From grocery buying to banking, consumers are meeting most of their needs online.

To be a part of this movement, the beauty industry needs to innovate and offer an experience at par with what brick-and-mortar stores do. Major ecommerce beauty brands have leveraged artificial intelligence (AI) and augmented reality (AR) to build assessment, comparison and testing tools to assist in finding beauty products online. We can learn from some of these case studies.

1. Augmented reality is being used to visualize cosmetic products

With customers shying away from brick-and-mortar stores and shifting online, brands should move to virtual try-on tools to preserve the offline experience.

  • L’Oréal product ModiFace allows consumers to have an AR-powered makeup try-on experience.
  • Olay, a PnG brand, launched Skin Advisor in 2017. Based on deep learning, it recommends products analyzing the user’s skin via a photograph. Of the 6 million people who use this service, 94 percent report recommendations being appropriate.
  • Maybelline’s “Virtual Try-On” tool allows you to apply and compare four makeup products simultaneously. It also shows a comparison of before and after look.
  • Sephora’s Virtual Artist analyses your skin and facial features to recommend products to try on. By 2018, users had demoed more than 200 million shades using this feature.

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