The growing prominence of technology in consumers’ day-to-day activities is enabling cosmetics manufacturers across the world to develop technology-based initiatives capable of enhancing the purchasing experience of consumers. One such concept that is gaining popularity in the make-up sector is virtual try-on (VTO). VTO uses artificial intelligence (AI) and augmented reality (AR) to deliver a unique try-on experience and improve consumer purchasing confidence by providing a broader view of products and possibilities, eliminating dissatisfaction among consumers. This has led to an accelerated introduction of VTO platforms, says GlobalData, a leading data and analytics company.

Naveed Khan, Consumer Analyst at GlobalData, comments: “Consumers are seeking innovative experiences in their product purchasing journey, and technological advancements like VTO are aiding their cause. Moreover, online purchasing occasions have increased among consumers since the start of the COVID-19 pandemic, which is continuing even now when there are no restrictions on mobility.”

The ease of convenience offered by VTO solutions will be well received by a wider consumer base across all geographies, especially in developed economies. This trend can be corroborated by a recent GlobalData survey, wherein 45% of respondents in the US* and 27% of respondents in the UK** stated that they are likely to buy more make-up products online if they could visualize the products virtually before buying them.

Khan continues: “Manufacturers are thereby leveraging AR and VR technologies by collaborating with tech companies to develop a virtual platform for consumers to try out products before purchasing them. For instance, major companies such as Walmart and Google have introduced their VTO platforms to enhance consumer experiences. Walmart partnered with technology solutions provider Perfect Corp and introduced its new VTO feature on the company’s iOS mobile application. Similarly, Google launched AR beauty ads, an advertising product with interactive try-on features for beauty brands to market their products. The advancement of mobile technology has also helped in making these services accessible to anyone with a smartphone.”

Khan concludes: “With more consumers seeking innovative ways to shop, the demand for products offering advanced technological solutions, especially online, will increase further. Manufacturers must constantly innovate and develop solutions that improve the consumer purchasing experience to stay ahead of the competition. With a large consumer base of smartphone users, VTO will play an increasingly important role in engaging and marketing to consumers.”

*GlobalData 2023 Q4 Consumer Survey – the US, published December 2023, 538 respondents

**GlobalData 2023 Q4 Consumer Survey – the UK, published December 2023, 506 respondents