Virtual Try-Ons: Is Technology the Future of Beauty Shopping?

Virtual try-on options while online shopping for beauty products aren’t new, but it’s now that they’re finally moving in the direction of as much accuracy as possible. Whether you’re taking a skin quiz, speaking to a virtual assistant about your beauty needs, or trying on a red lipstick virtually to decide if it’s your colour or not, the possibilities of online assistance are endless. However, this hasn’t stopped in-store shopping from continuing to grow as well — brands are still investing in standalone stores, multibrand beauty retailers are popping up month on month, and sales are skyrocketing. How do these two distinct shopping experiences — online shopping vs in-store shopping — weigh against each other, and can augmented reality (AR) and artificial intelligence (AI) replace in-person assistance?

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Virtual try-on services for beauty

Most people require assistance to shop for beauty across categories. Online shopping services like virtual try-on technology makes the buying process one step easier. “Virtual try-on services enhance the beauty shopping experience by allowing consumers to see how a particular lipstick shade or foundation would suit them or even how different hair colours would look on them in real-time,” says Mumbai-based celebrity and bridal makeup artist Bianca Louzado. “The consumer then can make an immediate online purchase thereby saving time taken to head to a beauty store. By enabling better visualisation and personalised choices, AR and AI can decrease the likelihood of returns, benefiting both consumers and retailers.” Beauty as a category sees a large volume of impulse purchasing. Yet, buying colour cosmetics can be intimidating and being able to visualise them from the comfort of your home significantly contributes to the positive purchase experience. “It’s also great for general beauty tips and advice like understanding colour theory, what works for which skin tone, which products suit your skin type, learning makeup application techniques and how to use tools as well,” says Mumbai-based celebrity makeup artist Arti Nayar.

BeBeautiful offers a Beauty Virtual Try On feature which allows you to either take a picture of yourself in real time or upload one, and then test foundations, blushes, lipsticks, and eye makeup. You can choose to try just one product or a complete look with multiple products simultaneously and add to cart accordingly.

Is there a catch when virtual shopping is in question?

As we observe more technological advancements, the quest is for augmented reality to get better by the day to deliver as hyperreal an experience as possible to the end consumer. “Our country consists of very varied types of face and eye shapes so the tech has to address each and every type of face structure which is a daunting task,” explains Nayar. “We are made up of different types of skin, eye and lip shapes and sizes, all of which need to be kept in mind when applying makeup. While virtual reality will help you check if a maroon blush works for fair, medium or dark skin, the blush placement depends on your face shape and that changes how the colour looks on you as well.”

How can virtual try-on services do better for us?

According to Louzado, it’s potentially in the hands of consumers to improve augmented reality tech by sharing feedback and real comparisons of what they saw vs what they received. “User feedback is imperative here to identify areas for improvement while also addressing privacy concerns and ensuring that users know that their data is protected. I think trial kits should be offered to customers to experience products in person after trying them virtually. And lastly, people using these apps should be encouraged to share their own photos using the products as well to help the next customer.” Since beauty formulas can be easily tampered with, return policies tend to be stringent, and once a bottle of the wrong shade of foundation has been opened, it can’t be returned. Enabling consumers to try samples once they have used the virtual try-on app, even at a minimal cost that can be offset against a future purchase, builds trust and encourages experimentation with new products.

Online shopping vs in-store shopping

Ever since e-commerce became an everyday part of our lives — from groceries to beauty — the relevance of the in-store shopping experience has been questioned across the board. Simply put, both experts agree that online shopping can never entirely replace the in-store shopping experience, because while the virtual world brings ease, the in-store experience brings joy and satisfaction. “Shopping from home saves time and effort, allowing consumers to browse at their own pace,” says Louzado. “Also, online stores often carry a wider range of products and brands than physical stores. The advantage at a beauty store is the on-ground beauty advisors who can provide personalised recommendations and application tips that enhance the experience. For Nayar, nothing beats the in-store shopping experience. “When you physically go to a store and see and feel a product, experience what it looks and feels like on your skin, that is when you understand it and can decide what to buy. If you only shop online, you are bound to experience more misses than hits, especially if you're not a very well informed consumer.”