AR and AI help cosmetic brands increase sales
In the spring of 2020, due to the pandemic, major cosmetics brands began to make greater use of augmented reality (AR) and machine learning technologies. Due to the fact that the introduction of artificial intelligence into the beauty industry began a few years ago, the online quarantine service has become as close as possible to what is usual in offline shops.
As expected, AR has found wide application in the beauty industry. For example, Loreal’s ModiFace programme allows you to try on make-up online, while the Virtual Artist AI-based application analyses skin conditions and recommends appropriate products.
According to statistics, 88% of mid-sized cosmetics companies use augmented reality technology. And according to the Life ASAPA survey, 66% of customers would like to receive virtual assistance from AR when making online purchases. More than half of those surveyed want to use AI-based applications and programs on a regular basis, which will make it possible to visualise a product before ordering it online or shopping in a shop.
Machine learning technologies have also been targeted by the beauty brands. They recommend products to customers and create extensive databases with cosmetic ingredients, their detailed descriptions and recommendations. According to the most pessimistic forecasts, the organic cosmetics market will reach 54 billion dollars in 7 years. Therefore, already now cosmetic brands are trying to implement online tools to find information about the composition and a program to create individual formulas for cosmetics.
The only thing that hinders more intensive use of artificial intelligence now is the high cost of AI technology in e-commerce. However, a few years ago there was a trend towards lower prices in this area. Every year, AR technologies are becoming more affordable, and if you don’t have time today, you may be late tomorrow.Another thing is quality and sensitivity to mistakes. The problem is that if the augmented reality program does not visualise the product correctly, it will disappoint customers. So let’s hope that the developers will be pleased next year with more advanced tools with AR.