The Epidemic Has Sparked AR Experience, And It Will Continue To Develop In The Future

Beauty brands were among the first to get into AR (augmented reality) a few years ago, and they have rapidly increased investment in adopting AR technology to enable consumers to try products through online channels. Now, with the ongoing impact of the pandemic, this immersive technology has become even more important to how certain categories are marketed and sold.

As more and more brands adopt AR technology, AR attempts at beauty products are more than just a fad. Emerging digital platforms are giving them a wider variety of software tools to engage consumers.

For example, Pinterest launched an AR lipstick color test function last year, and by August it supported more than 10,000 products. This month Pinterest launched a new feature that allows online shoppers to virtually try out eyeshadow shades from different brands.

Last month, Snapchat also partnered with beauty brand AR developer Perfect Corp. to offer a similar makeup try-on experience on Snapchat.

In this regard, Tiffany Hogan, principal analyst of beauty and apparel at Kantar, said: "Over the past year, it has become more and more practical to have the ability to have these augmented reality tools and not just Limit yourself to the 'cool' and 'nice' stuff."

As brands continue to develop uses for immersive technology, AR applications for beauty marketing have expanded to include hair, nails and contact lenses.

Features added to social media apps like Pinterest have helped bring AR into the mainstream over the past few years, and the trend is expected to continue. In a 2020 survey, eMarketer predicted that the number of social network AR users in the United States will grow by 7.2% in 2021, to approximately 47 million, and by 3% in 2022, to 48.3 million.

AR experiences for beauty brands have continued to evolve over the past few years, and the pandemic has accelerated its popularity. Marketers are looking for new and engaging ways to engage consumers at home and replace in-store experiences. With continued investment in immersive technology, AR experiences are becoming more advanced and are expected to create greater value for brands.

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