Looking to try before you buy? COVERGIRL has you covered with their new Try It…
In a move to bring more customer-focused interaction to Facebook, beauty powerhouse L’Oréal has collaborated with Facebook to create an augmented reality feature utilizing the social platform’s camera. This augmented reality experience will allow consumers to try on a variety of different makeup looks and products from L’Oréal’s many brands, including NYX Cosmetics, Urban Decay, Giorgio Armani and Maybelline. Check out a demo of the new feature here.
According to Lubomira Rochet, Chief Digital Officer at L’Oréal, in a press release announcing the feature, “Facebook and L’Oréal share the vision that Augmented Reality is becoming key for product and brand discovery and purchase. We are at that magical moment when technologies have matured enough and consumer appetite for using them is growing everywhere. We are very excited about that new step in our long-term partnership with Facebook. One fascinating aspect of this partnership is that it keeps us innovating the beauty user experience. After having adapted our creatives and contents to a mobile-first world it will be very interesting to see how AR is going to change the creative playbook of our industry.”
How will this affect digital marketing in the beauty industry in the long run?
Due to the nature of beauty, the industry itself has been slower to move its way from traditional brick and mortar stores to the digital landscape. Many consumers struggle to find the correct products for their skin tone, skin type and general need unless they are able to physically try them on. Augmented reality tools like this present an opportunity for consumer purchasing behavior to shift away from the traditional beauty shopping experience to one that is online by allowing consumers try on products without having to drive to a store location. This will allow marketers to control the entire customer journey, from acquisition to purchase.
Want to learn more about recent updates in digital marketing platforms? Check out our New This Week series.