Artificial Intelligence-Powered Makeup Mirrors Bring Consumers Back to Stores

Artificial Intelligence-Powered Makeup Mirrors Bring Consumers Back to Stores
Artificial Intelligence-Powered Makeup Mirrors Bring Consumers Back to Stores

According to a recent study, consumers are more likely to feel "fake" and embarrassed when using internet makeup mirrors, causing them to want the "authentic" in-store experience.

The study, co-authored by Bayes Business School and conducted between 2018 and 2022, examined the psychological and sociological aspects of consumer experience when using augmented reality (AR) makeup technology. He especially focused on the contribution of digital makeup mirrors to people's creative abilities and sense of self.

The authors discovered that while people may feel comfortable wearing makeup while looking in a "real" mirror, the opposite is true when using a digital cosmetic mirror.

Customers have found that using digital mirrors marketed by companies like Charlotte Tilbury, L'Oréal, and Amazon improves their ability to visualize what they would look like as their favorite celebrity or in the past.

But AR mirrors exacerbated a strong sense of self-reality when compared to the "real" beauty shopping experience.

This is due to a number of reasons such as:

  • Comparing ourselves to a computerized cosmetic mirror creates a feeling of “fear,” while trying makeup in a store creates a sense of satisfaction.
  • Digital cosmetic mirrors make people feel embarrassed, reducing their willingness to share digital content in their pursuit of social approval.
  • The emotional nature of makeup is difficult to reproduce with a digital beauty mirror; The actual in-store makeup purchase is seen as a journey of self-reflection.
  • People have an idealized idea of ​​how they “should” look based on the collective online observations of their friends, idols, or other influencers. People's search for this surrogate-self is blocked by the digital makeup mirror.

Consumers' motivation to use online makeup mirrors wanes first because of this sense of authenticity. However, customers prefer to be physically present at the makeup store to "complete" and "enjoy" their purchasing experience. They can post a photo of their new self to social media using these apps and devices, but they are afraid of embarrassing their social networks. That's why consumers prefer to choose a makeup influencer that looks similar to them, such as skin type or face shape, and follow his advice, rather than using an AR makeup mirror to test their makeup.

Users of the study's digital cosmetic mirror complained that AR, especially premium makeup brands, did not understand or respect human skin, ethnicity, or emotions when applying color to the skin. When using AR cosmetic mirrors, individuals also expressed "embarrassing surprise" at how they looked.

For example, although they initially looked puzzled when AR colors appeared on their faces, they soon began to shy away from their AR look and did not even "privately" share their AR photos with close family and friends, let alone posting them online.

One participant said, “This is my face, I guess. I desire it. I need to feel it. I want to try real cosmetics. I want to check for consistency because I can't rely on any virtual or augmented information when choosing what to put on my face for makeup."

Khaled El-Shamandi Ahmed, co-author of the study, argued that managers and creative businesses are a "separate universe" of experience from customers, and that consumers must be included as co-creators if progress is to be made.

The latest retail sales figures indicate a 2019% drop in 14 compared to the pre-COVID comparison period; however, he noted that online augmented reality cosmetics apps could encourage customers to visit makeup stores and have a "real" makeup purchasing experience ahead of Black Friday, November 25.

According to Ahmed, digital cosmetic mirrors “do not expand the self; on the contrary, it creates an unreal sense of self that can lead to humiliation and shame. This is despite research claims that augmented reality will completely change the way customers shop. Finding the ideal make-up material was described by the research participants as an "emotional process" and "a journey". This study shows that technology can be both a positive and forward-thinking tool for the service industry, and it can have a harmful and destructive effect on the consumer.

As technology companies and consumers have very different expectations and perceptions of what digital services should look like, customer experience managers have the task of balancing the fun factor with reality.


Günceleme: 24/11/2022 15:58

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