Sunday, February 21, 2016

A New Type of Makeover

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.




  1. I have heard of many different makeup brands coming out with these types of apps. I think that they are a cool way for customers to look at products that they haven’t tried yet. Customers can see how they look in certain styles of makeup as well as test out colors that they may not have wanted to risk buying if they wouldn’t like them. I definitely think that this is a good way for companies to try and increase their sales because it will encourage customers to add new products to their current makeup collection.
    I don’t think apps like this could potentially lead to actual beauty stores becoming useless. Although I have never used one of these makeup apps, I don’t think a digital version of a makeup product applied to a picture of your face can completely replace going into a store and trying the actual product. I think that many customers may try on products on the app and see which they like, then go try these products in the store to confirm that they like them before purchasing.
    I would be curious to see the data collected from these apps. How many people actually buy new products after trying makeup on in the app? Depending on how much it cost to make these apps, along with keeping them up to date with new products and new color releases, do companies really profit from them? These apps strike me as something that is fun for a customer to play around with, but I personally don’t think I would buy a product just because I tried it on in an app.

  2. A lot of makeup brands and suppliers are releasing similar apps to this one, and it is a good way to show their customers how they may look in makeup products that they may not necessarily try on their own. This is a great way for companies to promote new products, and allow people to see them without leaving their homes.
    However, although this new technology allows users to “try on” different colors and types of makeup, they are not able to sample the consistency or texture of the products. When you go to a makeup store such as Ulta or Sephora, their employees will match your skin color with their makeup and show you products that would work well with your complexion. Although they may not point out crazy colors for you to try, one-on-one customer service is much more helpful than a simple app when trying to pick out new makeup. I think that these apps could be helpful if you are looking for new things, but I don’t think that anyone would order makeup after just seeing it on an app. They would probably look at it on the app, and then go into the store and find it before they purchase it.
    Although I don’t think that these apps are completely practical yet, I do believe that they have potential to be. The idea of them is very interesting and could be very helpful to customers and companies alike, but I don’t think that these apps could put makeup stores out of business.


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