In a world where image and self-expression play a crucial role, the beauty industry constantly seeks ways to offer more engaging and personalised experiences to its customers. On this journey towards excellence, augmented reality emerges as an ally for brands as it merges creativity with technology, opening up new opportunities that allow them to offer unique and immersive experiences that captivate the audience.
One of the biggest barriers for consumers when choosing beauty products is the inability to try them before buying. This is where augmented reality can be a great help to brands.
“Virtual try-on”: Brands can offer customers the opportunity to virtually experience different products, from makeup shades to hairstyle options, without having to commit to a purchase. This ability to "try before you buy" not only boosts customer confidence in their purchasing decisions but also reduces the return rate, benefiting both consumers and brands.
However, we believe that many brands focus exclusively on virtual product testing ("Virtual try-on") and do not take advantage of the benefits of XR (Extended Reality) applied to other phases of the “Customer Journey”. Here are two examples:
“Brand Awareness”: Brand awareness can be enhanced by creating communication campaigns that include XR in their dissemination.
For example, adding an AR scene in a print ad or a newsletter. AR scenes allow us to add, in a more personalised way, brand content to elevate that advertisement to a much more emotional category: Video messages from influencers, extra product information, the composition of the product, virtual product recommenders using a questionnaire, and access to “landing pages” with additional information. All this is designed in an elegant, attractive, and impactful scene.
“Consideration”: Each individual has unique needs and preferences when it comes to beauty, and it is difficult to engage in the moment of doubt when the customer is considering various options. Augmented Reality allows brands to offer personalised experiences that adapt to the specific characteristics of each customer. From product recommendations based on skin tone to makeup tutorials adapted to each person's skills and preferences, AR allows for precise customisation that increases the relevance and perceived value of the brand.
Immersive virtual spaces adapted to beauty retail: Beauty is a sensory experience, and immersive reality elevates this experience to a completely new level. In an immersive space, brands can offer customers an immersive experience that goes beyond simply viewing a product on a screen. Consumers can realistically interact with products, rotating, moving, and trying different options to find the perfect match. This immersive interaction not only increases customer engagement but also creates a memorable experience that strengthens the emotional connection with the brand.
In the same immersive beauty space, we can create multiple activities:
Virtual makeup workshops managed by NPCs (avatars that automatically play a specific role).
Live events streamed in the virtual space, for example, a “meet & greet” with beauty influencers
Private virtual consulting rooms
Gamifications that allow earning rewards that can be redeemed online or in-store if the brand aims to increase traffic.
A 3D showroom of new products that can be appreciated in detail.
All this from web access or through VR promotional actions using headsets and VR platforms at the point of sale.
Augmented reality has proven to be more than a simple technological tool; it is a bridge between imagination and reality, between brands and consumers. As brands continue to leverage the power of Augmented Reality to offer more personalised, immersive, and captivating experiences, the potential for innovation and growth is endless.
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