Consumer behavior and expectations are undergoing a major transformation. The beauty industry needs to innovate and deliver new experience to stay relevant in this market. Major beauty ecommerce brands use artificial intelligence in beauty industry and augmented reality to improve the overall customer experience.
Artificial intelligence in beauty industry: personalized services
Next-level personalization is a major trend within the beauty and cosmetics industry. As consumers shop more frequently online, they look for personalized solutions to enhance their online shopping experience. Consequently, a lot of brands use AI powered digital beauty advisors. Theses advisors analyze skin selfies and offer relevant product recommendations. L’Oréal for instance, introduces their Color&Co system in which customers haver to answer question about their hair needs. Next, they have a video chat with a hair specialist and afterward they can compose their personalized hair-dye kit. Furthermore, there are brands like Dcypher Cosmetics is that create personalized foundations using AI diagnostics.
Furthermore, the application of AI for the purpose of beauty goes beyond a better shopping experience. La Roche Posay for instance developed its Efaclar Spotscan. Using the smartphone camera, this tool scans the consumer’s face and compares the picture with 6,000 professional photos. This way, without meeting the patient in person, dermatologist can diagnose skin conditions like melanoma. This technology can have a significant impact in diagnosing, prescribing, and tracking skin conditions. For the patients this can be extremely beneficial and hence they will grow more comfortable with at-home beauty tech.
Augmented reality cosmetics
The augmented reality beauty industry is changing. As customers shift online to purchase their goods, luxury cosmetics brands are moving to virtual try-on tools. To preserve the offline experience, customers can test products without going to brick-and mortar stores. Consequently, the use of these techniques enables brands to create more personalized and engaging experiences for their customers. L’Oréal for instance has launched its ModiFace that allows customers to have an artificial make-up try-on experience. In addition, also CHANEL and Dior and numerous other brands launched applications that leverage virtual reality.
These technologies are especially important in the beauty ecommerce industry, as customer often try products before buying them. Furthermore, brands are taking it further than merely providing the opportunity to try out a variety of makeup shades. L’Oréal now uses VR for everything, including to design its future stores and to test their new packaging.