The pandemic has boosted AR experience, which will continue to develop in the future

A few years ago, beauty brands were among the first to dabble in AR ( augmented reality ), and they quickly increased their investment to adopt AR technology to enable consumers to try products through online channels . Now, with the ongoing impact of the epidemic, this immersive technology has become even more important to the marketing and sales methods of certain categories .

As more brands adopt AR technology, AR experiments with beauty products are becoming more than just a passing fad, with emerging digital platforms providing them with a wider variety of software tools to engage consumers.

For example, last year Pinterest launched an AR lipstick color test function, which supported more than 10,000 products by August. 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 Perfect Corp., a developer of beauty brand AR , to offer a similar makeup trial experience on Snapchat .

“Over the past year, having these augmented reality tools has become more useful than just ‘cool’ and ‘nice to have,’ ” said Tiffany Hogan , lead analyst for beauty and apparel at Kantar .

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

Over the past few years, features added to social media apps like Pinterest have helped AR go mainstream, and that 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 7.2% in 2021 to about 47 million , and will grow 3% in 2022 to 48.3 million .

AR experiences for beauty brands have been evolving over the past few years, but the pandemic has accelerated its adoption . Marketers are looking for new and engaging ways to reach consumers at home and replace in-store experiences, and 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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