Even though they are not absolute novelties, artificial intelligence technologies such as augmented reality and virtual reality in beauty had never been widely exploited. But 2020 was the year that has made clear the need for digital solutions that allow people to try products even at home. A necessary feature for consumers who, before buying a lipstick or foundation, would like to evaluate whether it is suitable for their face or skin colour.
The virtual try-on makes it possible to “wear” cosmetic products and see the effect on your face without ever having to leave your home. An example is the tool designed by L’Oréal Paris - it presents a photorealistic chromatic simulation that allows you to try online, and in real time, the products on the site - made possible thanks to ModiFace's patented facial recognition and augmented reality product simulation technology.
Introducing AI allows you to acquire a lot of information on current and potential customers (in full respect of privacy) and it helps to reduce the distance between the physical shopping experience and the often lonely, virtual world of online shopping. With 700 million consumers using the virtual try-on experiences, in a market where customers are often loyal to specific beauty brands, providing compelling AR applications is critical to maintaining this loyalty.