In order to reach frequent shoppers and boost their brand images, beauty brands have a receptive audience for virtual beauty advisors. According to an Automat study, about half of consumers are ready to use the technology, Retail Dive reported.
“This creates an opportunity for beauty brands to provide assisted service online and offline not only where real human advisors don’t exist today, but even where they are available,” the report noted. “Best of all, virtual beauty advisors especially appeal to the young, digitally engaged, frequent beauty purchasers that brands want to reach the most as part of their digital strategies.”
The survey, which polled women between the ages of 18 and 65 who use Facebook Messenger, found that consumers like messaging more than voice chat. However, at the same time, the survey consumers like both live and automated advisors equally.
The news comes as L’Oréal is using augmented reality (AR) to enable beauty advisers to virtually use suggested products on a customer’s face as part of a consultation – putting a digital spin on makeup try-ons. The feature, which is dubbed Live Makeup Consultation, will launch for L’Oréal’s NYX Cosmetics brand.
With L’Oréal’s technology, customers can ask for product recommendations through video chat. A consultant can then choose a product for a customer and have the customer virtually try on the makeup through video chat. When customers are ready to make a purchase, they can buy the recommended product through the app. And after they make a purchase, they can request another consultation for further product advice.
The news comes soon after L’Oréal was gearing up in March to buy ModiFace, the Canadian tech company that makes beauty products for the digital world. In a press release, L’Oréal had said it was acquiring 100 percent of ModiFace, which it said is a leader in augmented reality and artificial intelligence for the beauty industry.