In Brief

The beauty retailer collaborates with YouCam Makeup developers to bring digital testing suites to its stores, using AI and AR to further merge physical, digital and emotional consumer experiences that cater to today's online-offline fluid shoppers

Cosmetics retailer Ulta recently partnered beauty tech company Perfect Corp. to bring new artificial and augmented reality tools to its consumers. Beauty 3.0 will operate as an in-store suite allowing Ulta shoppers to try on hair colors virtually, get color matched for make up shades, perform diagnostics and map skin, and receive according recommended products.

The retailer will be using these mixed-reality capabilities to help customize shopping experiences for customers and allow them to test multiple products while eliminating mess or cleanup. In addition, pop culture magazine Cosmopolitan’s partnership with the YouCam Makeup app developer will bring its editorial spreads and covers to life in AR ads, letting readers scan Ulta campaigns with their mobile devices to activate a 3D experience.

All of these efforts and integrations are intended to increasingly personalize the in-store shopping and salon services. Prama Bhatt, senior vice president of digital and e-commerce at Ulta, said that “virtual hair color try-ons are an example of merging physical, digital and emotional experiences for customers,” catering to the fluidity of today’s phygital consumers to move between online and offline brand posts within one path to purchase.

Ulta

Perfect Corp

Cosmetics retailer Ulta recently partnered beauty tech company Perfect Corp. to bring new artificial and augmented reality tools to its consumers. Beauty 3.0 will operate as an in-store suite allowing Ulta shoppers to try on hair colors virtually, get color matched for make up shades, perform diagnostics and map skin, and receive according recommended products.

The retailer will be using these mixed-reality capabilities to help customize shopping experiences for customers and allow them to test multiple products while eliminating mess or cleanup. In addition, pop culture magazine Cosmopolitan’s partnership with the YouCam Makeup app developer will bring its editorial spreads and covers to life in AR ads, letting readers scan Ulta campaigns with their mobile devices to activate a 3D experience.