Quality over quantity
Some recent digital innovations in the beauty sector focus on improving the customer experience, rather than promoting sales directly. As experiential marketers, we agree that it's worth investing in customer experience as well as sales figures. Happy customers are loyal customers, and loyal customers spread the word.
Try before you buy
[Sephora’s Visual Artist app][1], released last year, lets users apply digital make-up in real time. You can see whether each product suits you before buying, rather than risking a ‘blind’ purchase. So far, so useful.
But it’s one thing to buy a mascara you don’t end up liking – it’s quite another to regret a more permanent change.
Tease before you tweeze
New eyebrows can transform your look – for better OR worse. Don’t wade in with tweezers before you’re sure what you want! [Benefit’s ‘Brow Try-On’][2] lets you upload a picture of your face, then try on different brows. The technology considers your existing brow shape and only suggests looks that you can achieve. It then suggests services and products to help you get your new look.
You might end up buying fewer products, but you’re going to be happier with your eyebrows – and with Benefit.
Trial before you style
We’ve seen hair colour simulation before, but [Schwarzkopf Professional’s hair analyser][3] takes it to the next level. The system uses an image sensor to read your hair's colour, and an infrared sensor to measure how brittle it is. It then uses this data to create a much more accurate simulation of your final hair colour.
This helps customers get a better end result, as they can discover which shade complements their complexion, their face – and their existing hair.
The opportunity to virtually test beauty products is a huge step forward for the customer. Each digital innovation takes a little more stress out of choosing new cosmetics or visiting the salon. And that’s one less barrier to purchase – which is, of course, the bottom line.
[1]: https://n2o.co.uk/news-ideas/archive/sephora-s-visual-artist-app/
[2]: https://www.benefitcosmetics.com/ph/en/brows
[3]: https://www.engadget.com/2018/01/12/schwarzkopf-salonlab-analyzer-customizer-hands-on/
