Nearly half of US respondents would be more likely to buy makeup online if they could try it on virtually, according to a GlobalData survey. Credit: Prostock-studio via Shutterstock.

The beauty industry is getting a tech makeover, with virtual try-on (VTO) platforms becoming a hot trend. 

This technology, powered by AI and augmented reality (AR), lets customers see how makeup looks on their faces before they buy.

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According to GlobalData, a leading data and analytics company, the rise of online shopping and consumer demand for a more interactive experience are driving the adoption of VTO.

“Consumers are seeking innovative experiences in their product purchasing journey, and technological advancements like VTO are aiding their cause,” said Naveed Khan, consumer analyst at GlobalData.

“Moreover, online purchasing occasions have increased among consumers since the start of the Covid-19 pandemic, which is continuing even now when there are no restrictions on mobility.”

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GlobalData’s fourth-quarter 2023 Consumer Survey, published December 2023, found that nearly half (45%) of US respondents and more than a quarter (27%) of UK respondents would be more likely to buy makeup online if they could try it on virtually.

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Khan continued: “Manufacturers are thereby leveraging AR and VR technologies by collaborating with tech companies to develop a virtual platform for consumers to try out products before purchasing them.”

According to Khan, this trend is being fuelled by major players such as Walmart and Google.

Walmart partnered with Perfect Corp to offer VTO on its mobile app while Google launched AR beauty ads that let customers virtually try on makeup from different brands.

The rise of smartphones makes VTO even more accessible. “With a large consumer base of smartphone users, VTO will play an increasingly important role in engaging and marketing to consumers,” Khan concluded.

For makeup companies, VTO represents an opportunity to stay ahead of the curve. By embracing innovative technologies, they can create a more engaging and satisfying shopping experience for their customers.