The digital has redefined the shopping experience for beauty products consumers. A recent study from Deloitte showcased that digital influenced 64% of all in-store sales in 2015.One step at the time new technologies are incorporated in the customer journey. From mobile applications to augmented reality, brands and retailers leverage these digital tools in order to offer a compelling experience to their consumers. Virtual Reality is becoming mainstream, the cost of the equipment is getting more and more affordable. Beauty brands and retailers already started using it in order to create an immersive experience for their consumers.
In 2014 L’Oréal introduced Makeup Genius and its virtual mirror enabling consumers to digitally try color cosmetic products. A lot of mobile applications with similar feature were released later on. In 2016, Sephora introduced its new app Virtual Artist , L’Oréal and Snapchat created the first beauty filter for digitally applying makeup
Although these applications contribute to guide consumers through their shopping, a raising proportion of consumers would like to customize their makeup.
Numerous brands have developed devices able to scan/copy colors and create customized makeup (Nail Revolution, Adorn 3D Printing Pen or Lancôme Le Teint Particulier) enabling consumers to match their makeup to their clothes.
Both combined 3D printers and these matching devices are the future of makeup. They represent a significant growth opportunity for beauty brands. It is just a matter of time before they become the ultimate tool for consumers to create their unique style.
Digital marketing executive with 4 years of work experience within world leading fragrance houses.