Chances are that if you haven’t used virtual reality already, you have at least heard of it. Beauty brands are building apps and websites left, right and centre that offer consumers the option of virtually ‘trying on’ its products before purchasing.
The likes of CoverGirl, L’Oréal, Maybelline, Rimmel London, Sephora and Estée Lauder have all launched apps with a virtual try-on service; and the common denominator for all the aforementioned brands is the technology provider: ModiFace.
ModiFace supplies the try-on technology for everything from lip shades to haircuts to over 84 beauty brands. ModiFace CEO Parham Aarabi commented on the surge in brands taking notice of VR, saying: “Beauty brands have seemingly had a realisation: This is critical, and we have to have it.
“There was an explosion in adoption and expectations in the past two years, and so we’ve been working to standardise this technology across the industry. It’s moving very quickly.”
While the use of a virtual try-on service has obvious benefits to consumers, the benefits to brands are immense. The ability for customers to try on product virtually is proven to drive sales conversions, while the valuable consumer data collected by ModiFace can help move trends and product development.
EVP of marketing technology at marketing agency Ansira, Kelly Jo Sands, has also commented on the rise in consumers expecting ModiFace, saying: “Standardised technology will make AR seamless, increasing adoption. The beauty category is wide-reaching in terms of potential customers, and if brands can expedite the interaction — getting people to try products — that goes beyond kitschiness. This has a longer shelf life than most flashy tech.”
