The Digital Beauty Sales Experience

Key Topics

Using AR platforms to create 3D simulations that bring products to life and allow customers to virtually try before purchasing.

Algorithmic engines translate real-world browsing behaviors into digital retail by allowing customers to discover new or related products using image-based search and analysis—curating recommendations based on aesthetic and similarity. This includes virtual store experiences that allow consumers to use mobile or otherwise digital tools to unlock content and interactive effects.

Brands and retailers are using virtual platforms to streamline conversation between consumers and experts, providing analyses and solutions tailored to each customer for optimal product results. This includes leveraging AI-supported conversational assistants that use natural language processing to help shoppers effortlessly navigate questions.

Featured Examples

Google has partnered with ModiFace and the Perfect Corp to launch a tool on the Google app that provides consumers with the much desired opportunity for virtual trial of beauty products. Upon searching the Google app, users have the option to test the shades of L'Oréal, MAC, Black Opal, and Charlotte Tilbury (and more) products against their personal skin tones, and on their faces through their front-facing cameras.

Estée Lauder is now offering Spotify listeners the opportunity to request samples of its Advanced Night Repair (ANR) serum verbally through Google Home smart speakers. This voice-ordering promotion both offers consumers an easy, commitment-free way to try the product and gives Estée Lauder valuable data about consumer interest, all from a safe social distance. The sample giveaway ties into the Estée Lauder/Spotify ANR microsite, where consumers can hear a "chill tracks" playlist generated to match the listener's taste through the streaming service's algorithm.

Cosmetics brand E.L.F. has launched a TikTok competition and subsequent reality show they’ve deemed “Eyes.Lips.Famous.” The brand is asking participants to demonstrate their makeup skills, admiration of the brand, and individual style, as well as tag @elfyeah and #Eyes.Lips.Famous. Selected micro-influencers will join the expert judges in a series of workshops on beauty tricks and skill-honing.

To promote their most recent product line’s drop, beauty brand NYX is tapping into the power of augmented reality trials to allow consumers a personal shopping experience from the safety of their homes. Through an AR Snapchat lens and a “virtual shopping experience” accessible through both short-form content app, Triller, and Snapchat, users can try on the brands makeup and peruse a virtual store (respectively).