By using virtual reality technology, beauty brands are using virtual makeovers as a way to encourage customers to try new products. Companies have created apps that allow customers to try on products using their smartphones as opposed to leaving the store with two different colors of eye shadow on. The app is similar to taking a selfie or video chatting but has the ability to apply make up onto the face of the person using the app. Because most people are afraid to try on makeup at the store and leave looking strange, they stick to the makeup that they currently purchase. According to research, only 30% of beauty shoppers said they were looking to try out something new. This app is driven to change that and make customers more open to new makeup options.
This article demonstrates a few major points that will significantly benefit makeup companies in the future. A huge benefit of this new technology is that it will convince buyers to try new things. Customers can now try on as many different colors as they want and won’t have to be afraid of looking like a clown afterwards. By having the opportunity to try new makeup on in their own privacy, they will start to purchase new makeup that is out of their comfort zone which will expand sales. In addition, companies plan to analyze the information from this technology to discover trends and improve their products. Therefore, beauty companies will benefit greatly from this technology by gaining a better understanding of what the consumers want. However, the overall goal of this technology is to improve customers’ experience as a way to increase brand loyalty and increase revenue. By providing customers with a better makeup trial experience, they will become more satisfied and become a more frequent customer which will ultimately drive sales to increase. Therefore, this new technology is a huge advantage for any makeup brand who uses it.
However, this article failed to mention a couple important points. One thing to consider is if this technology could potentially lead to actual beauty stores becoming useless. If customers prefer to try on and purchase makeup through an app, will we even need actual beauty stores in the future? In addition, this article mentions nothing about how costly creating and implementing this technology is. It is unclear how much the company had to give up and invest in order to use this new technology. And lastly, have sales been increasing for the companies that are employing virtual makeovers? The article specifically mentions that beauty brands that have used the technology did not state weather or not their revenue has increased. Therefore, it leaves the reader curious on how effective this new technology has proven to be.