Many industries have embraced artificial intelligence (AI) to improve the quality of companies’ communication and production, including the makeup industry, to develop innovation in the online selling sector. Imagining being able to try on makeup products on your face from anywhere you want and not wasting your time on cleaning those makeup off, virtual try-on, a new innovation for online shoppers, can make that come true. The virtual try-on has been used in the beauty industry to improve customer experience through virtual experience and personalized suggestions.

Getting to Know The Virtual Try-On and How It Work?

Definition of Virtual try–on

The AI powered tools that show how each makeup product would look like on customers’ face without physically applying the products on. It uses the customer phone camera or other devices like tablet or computer camera to scan the face then overlay the selected makeup digitally on their face. This method works similar to Instagram’ filter or TikTok’s filter, and the purpose is not only for fun, but allow customers to try the real color of the products (like the shades of lipstick, foundation, and blush) before buying the suitable shades.

How does it work ?

It combines artificial intelligence(AI) and augmented reality (AR) to create a realistic interactive experience of trying cosmetic products. The system will use AI to detect key facial features like eyes, nose, lips, and skin tone, then create an adjustable 3D facial model. After that, AR simulates a 3D overlay of trying the makeup products that customers selected in the correct place on customers’ faces. It adapts to their facial expression, lighting, texture, and skin tone, allowing the customers to see how the product would actually look on their face in real-time. 

The AI could recommend suitable personal products for each customer based on their skin tone, facial feature, and previous purchase products. Some tools can offer a full-face makeup routine for completing the look for beginners if they have no idea about which products to use.

Some Examples of Cosmetic Brands that Use Virtual Try-On

Sephora Virtual Artist 

Sephora is one of the most popular cosmetic retailer brands that have its own app and website which allow customers to try makeup products virtually such as lipsticks, eyeshadows, foundations, and more. This app has a shade-matching feature for foundations, ensuring customers to select the right shade before purchasing. 

L’Oréal ModiFace

L’Oréal uses AR technology developed with ModiFace, an AI/AR technology company acquired by L’Oréal in 2018, allowing customers to try its products from various brands under the L’Oréal company like lipsticks, eyeshadows, foundations, or even hair color products. The unique feature is that besides the website and mobile app, it’s also available on Google Search.

Maybelline New York

Maybelline is a makeup brand under L’Oréal. Its app using AI from ModiFace provides a realistic texture and pigment of the products. Customers can choose between using life camera mode or upload the photo to try virtual makeup try-ons. There are hundreds of shades of different lip products like matte lipstick or lip gloss that can be tested within seconds. For eye products, customers can even try mascara simulating how the lash lifts and volume after using the product. The smart AI can also scan and recommend the foundation shade or lipstick shade for each customer depending on their skin tone.

MAC Cosmetics 

MAC Cosmetics also uses AR powered try-on by ModiFace as well. One of the unique features it provides on the website is allowing customers to try multiple products on their face and complete the look with full-face makeup. Rather than its website, customers are also able to try the products digitally on laptops in store if they don’t want to remove the makeup after trying or want to spend less time on trying the products. This feature is the next level of cosmetic shopping, adapting innovations into a makeup products test process both online and in store.

Benefits of Virtual Try-Ons

• Convenience : the ability to try makeup on mobile app and website from home or anywhere customers want allows them to test the product without going to the store and take less time. This has been used in beauty and other industries, such as footwear, clothes, glass, and more, since the Covid-19 pandemic started. At the moment, many stores were limiting the number of customers allowed in the store per round, and it was inconvenient for many people to go outside in public places like shopping malls. After the pandemic situation gets better, more brands use this technology for their customers convenience and still develop into a better innovation with more features.
• More personalization : the AI ability to analyze personal information and demand within a short time make the shopping experience more personalized. Virtual try-on detects an individual’s face feature, skin tone, skin condition, and tracks personal preference from the previous purchase or frequency (ex. preference of pink shade of blush, gloss texture of lip products, warm tone or cool tone of foundation, and more). All of the features allow improving shopping experiences for each customer to find the right shade of makeup products or find the preferred products easier.
• Customers’ confidence : Virtual try-on ensures that customers select the suitable products with the right shade making confidence before purchase, which leads to less return products or dissatisfaction from receiving unmatched shade products after it arrives. Choosing the wrong shade of foundation oftenly happens when shopping makeup online, now the AI can make the shade selection more accurate with the online customer’s skin tone without trying the real product at the store.
• Time saving : Some customers might be uncomfortable trying the product at the store or don’t have enough time to try real makeup products, the virtual try-on on online platforms can save their time by trying and buying cosmetic products.

Conclusion

AI-powered virtual try-ons have improved the makeup shopping experience by providing more convenient, personalized, and inclusive ways to try makeup products. Enhancing customers’ and brands’ communication before dealing to purchase, and increasing brand engagement. Many global cosmetic brands already embraced the virtual try-on to be used on the apps, website, and in store, resulting in providing a better shopping way for their customers and more convenience. The future of AI in the beauty industry could be even more innovative features and experiences, making cosmetic shopping more accessible, convenient, and enjoyable.

What are your thoughts about using virtual makeup try-ons? Have you ever used it while shopping online? Does it help you purchase the right shade? Share your experience and feel free to leave a comment under this blog!