Do not get stuck in the ways of the past as the world advance. Let me tell you how you can enhance your beauty brand! The world of digital marketing is forever changing, and businesses must change along with it. Customers expect products to be delivered at the speed of light and services to be more convenient than a corner store. Brick and mortar retail stores have created an online presence, some more advanced than others. Some may wonder how they could sell their cosmetics, personal care, and hair care products online since this type of retail is considered high-touch customer service. A high-touch approach refers to having a high level of personal contact and attention.
What if I told you that some of the leading beauty brands have implemented technologies that help them provide the same service online as they would in the store? Well, I am telling you it’s happening! Artificial intelligence (AI) and augmented reality (AR) are among the most prevalent technologies organizations use to provide their customers with a seamless experience.
What is the difference between AI and AR?
“AR is a virtual experience that adds digital elements to the real world. This enables users to interact directly with those elements” (Hughes, 2021)
“In the simplest terms, AI, which stands for artificial intelligence, refers to systems or machines that mimic human intelligence to perform tasks and can iteratively improve themselves based on the information they collect. AI manifests in a number of forms.” (Oracle, 2022)
AI uses algorithms and statistical models to perform tasks without specific commands whereas, AR forms a virtual representation of the physical world. AR should not be confused with virtual reality (VR). VR intends to engage the user completely in the digital world, and AR overlays digital facets onto the user’s actual environment.
The pandemic has shown us that maybe we do not need to rely on in-store assistance for cosmetic products. Customers relied on trying on makeup to ensure they were purchasing the correct match. Although the beauty and personal care market is back on the rise, amounting to a projected $564,438 million for 2022, the industry took a hit in 2020, estimating at $483,338 million from $ 504,501 million in 2019. The beauty and personal care market is expected to grow annually by 4.76%.
How has the cosmetic industry applied AI and AR?
- Virtual Product Trials
AR-operated virtual mirrors that allow customers to try on cosmetic products in real-time.
- Personalization
Recommendations of relevant products based on customer information and existing trends
- Product Development
Natural Language Processing (NLP)
Examples of Beauty Brands Using AI and AR:
- Beauty created a duplicate realistic store experience, allowing browsers to walk through the store and zoom in on products
- No7 partnered with beauty tech company Revieve, made an AI beauty advisor that analyzes skin selfies and offers relevant product recommendations.
- John Paul Mitchell Systems will launch an AI hair analysis to evaluate consumers’ hair and scalp and recommend products across John Paul Mitchell Systems’ brands.
Personalization will be vital in creating effective AI or AR marketing. Although many services are moving online, it is still essential to provide the customer with a high-touch approach due to the products being sold. For example, no one wants to purchase cosmetics and personal care without the confidence that it will be appropriate for their skin. AI and AR are pricey and may not be feasible for every business, depending on the stage it’s in. However, become educated on the technologies and determine what would work best for your company. You will find the program right for your business with research and time.
Do you have an AI or AR marketing strategy for your company? Leave a comment below to discuss how the technologies have worked for you or have considered it.
References
Hughes, J. (2021, July). 3 ways to augment your website with AR. Velocitize. https://velocitize.com/2018/08/13/3-ways-augmented-reality-website-ar/
Nambiar, K. (2021, September 13). 3 applications of AI in the cosmetic industry. Analytics Steps – A leading source of Technical & Financial content. https://www.analyticssteps.com/blogs/3-applications-ai-cosmetic-industry
Oracle Cloud. (2022). What is artificial intelligence (AI)? Oracle | Integrated Cloud Applications and Platform Services. https://www.oracle.com/artificial-intelligence/what-is-ai/
Radin, S. (2021, November 10). The future of beauty is powered by artificial intelligence—But is that a good thing? Coveteur: Inside Closets, Fashion, Beauty, Health, and Travel. https://coveteur.com/2021/01/27/beauty-ai-technology/
Statista. (2022). Beauty & personal care – Worldwide | Statista market forecast. https://www.statista.com/outlook/cmo/beauty-personal-care/worldwide
