Demystifying the beauty trend behind the AR test makeup

The AR makeup suddenly became hot.

From L'Oréal's wholly-owned acquisition of Canada's AR beauty company Modiface, to one after another industry brand test water beauty; and then to Tmall, Jingdong, Vipshop and other major e-commerce giants have entered the new beauty retail, AR test makeup in The beauty industry does not know how much fire. What are the current companies that can do AR test makeup in the world? The following is some related information summarized.

How hot is the AR makeup?

■ The earliest test of water AR is the L'Oreal Paris. In 2014, the “Thousand Makeup Mirror App” was launched, which enables real-time dynamic test makeup and incorporates the O2O marketing concept.

■ In early 2017, Sephora launched the application “Virtual Artist”, which can realize the trial of over 1000 kinds of blush and repairing high-gloss powder.

■ In April 2017, Watsons launched “Style Me to color me” at the Shanghai Concept Store, attempting to enhance the store shopping experience with AR makeup technology.

■ In June 2017, Estée Lauder and Modiface also launched the AR test makeup function on their official website.

■ In July 2017, L'Oréal Group announced that its global brand products will be added to “play beauty makeup” to provide a virtual trial experience of make-up products.

â–  In August 2017, the domestic make-up brand Mary Yujia launched the beauty vending machine, and the new attempt of AR test makeup and online purchase gained an unexpected brand effect.

â–  In 2017, Tmall, Jingdong, Vipshop, and Mito... have accelerated the online layout of AR test makeup.

â–  In November of the same year, Shiseido Group announced the acquisition of American artificial intelligence startup Giaran to strengthen the company's internal artificial intelligence technology.

■ In March 2018, L'Oréal Group announced the acquisition of all shares of Canadian beauty digital technology company ModiFace.

â–  Coty Group placed the AR mirror MagicMirror in the Bourjois boutique in Paris, which will help consumers choose the cosmetics that are most suitable for them.

â–  In April 2018, Yue Shifeng launched the first beauty and smart store in Shanghai to meet the personalized needs of consumers with AR test makeup + WeChat payment.

......

Throughout the development process of AR test application, it was initially questioned as “haha mirror”, and now it has been regarded as a brand development strategy in the future. Although it has not yet reached the stage of popularization, it will bring physical products and figures. The combination of marketing and giving consumers a true AR test experience has indeed become a new trend, not to mention the new retail concept that has been booming in China, and there are many combinations with the beauty industry.

AR test makeup to improve the transaction conversion

Still tangled to buy which lipstick number?

"Cultivate" this liquid foundation, but I don't know which color number is right for you?

Beauty makeup people's test makeup recommended to read countless, the real effect is who uses who knows?

Going to the offline beauty store, you can't only use the upper lip to test the color, all kinds of inconvenience, unsanitary, not true...

At this point you need AR to try this "artifact".

AR makeup, or AR beauty, mainly uses face recognition technology to track the key points of the face, such as the eyes, nose, mouth, and even the position of the eyelashes, and then through the augmented reality technology to present the makeup effect, covered Beauty products include lipstick, eyeliner, eye shadow, eyebrows, blush, foundation and more.

For beauty brands, AR test makeup not only provides consumers with a novel interactive experience, but more importantly, it can guide and stimulate consumers to make purchasing decisions faster.

At present, there are many AR marketing cases in the domestic beauty market. Whether it is online test makeup or offline experience, some brands have gradually begun to integrate AR test makeup technology into online shopping malls, store experience, and product apps.

The conversion rate is the key support for the current AR test makeup to attract brand cooperation.

A frequently cited data comes from a survey by independent research firm Intage: In Japan, users who use AR make-up apps have a shopping conversion rate that is 1.6 times that of users who do not use App users, and the former costs 2.7 times that of the latter. The AR trial feature in the app has increased the sales of beauty makeup by 2-6 times.

Medical digital technology provider ModiFace has collected data on 75 beauty retailers and brands. The results show that after the introduction of AR technology, the average sales growth of brands and retailers was 84%, and the interaction time increased by 117. %.

Maureen Mullen, co-founder of New York digital intelligence company L2 Inc., believes that AR technology will be widely used in the beauty industry in the next two or three years.

AR test makeup promotes consumption upgrade

Convenience: Apply makeup in 1 second, eliminating the need for makeup/remote removal;

Hygiene: Clean and hygienic, to eliminate the risk of cross-infection between customers;

Drainage: attract eyeballs, extend user residence time, and increase turnover rate;

Cost reduction: self-testing, reducing shopping guides and product consumption, reducing costs;

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As Coty believes, there are many benefits to AR's makeup mirrors, such as solving the usability problem of the trials, eliminating consumers' concerns about the hygienic problems of the trials, and satisfying the consumption without having to repeatedly touch various colors. Try the needs of multiple color numbers. Coty believes that this new development removes the barriers of the traditional virtual test experience and changes the way consumers can only access products in a virtual environment.

Why is the AR test makeup suddenly more hot?

Since the L'Oréal Group announced the acquisition of AR beauty digital technology company ModiFace, the deal immediately led to a new wave of digitalization in the beauty industry, beauty companies have begun to turn their attention to virtual reality (AR) and artificial intelligence (AI) outside ModiFace ) Technology companies, seeking new opportunities for cooperation.

The reason for this phenomenon is that people in the industry generally believe that the L'Oréal Group competitors of Modiface customers are willing to let L'Oréal Group obtain their own data through the subsidiary Modiface, and L'Oréal Group will not be willing to let its own company. Serve other competitors.

Beauty companies are acquiring consumer-driven digital technology companies. It is difficult for brands to change consumers' shopping behaviors, so only the value of customer data can be tapped through technical means. It is difficult for beauty companies to achieve such technological breakthroughs, and only by acquiring such technology companies can achieve their goals.

Source: Network

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