beauty technology
beauty technology
As e-commerce continues to evolve, consumers expect greater personalization, particularly in categories such as beauty and cosmetics. And technology can help. Over the past year, retailers and brands have been able to use a new lever to improve the customer experience: generative AI.
With investment in generative AI expected to increase this year, Alice Chang, CEO and founder of Perfect Corp., said technology and augmented reality will play a key role. Here, Chang offers insights into the technologies and how they can best be used.
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WWD: How are generative AI and AR changing the retail and beauty industries?
Alice Chang: Mobile commerce and e-commerce have now become the preferred shopping channels for many beauty and fashion consumers. As more consumers turn to online channels for product advice and inspiration, it becomes increasingly important for brands to equip themselves with ecommerce solutions that engage and engage shoppers while providing personalized advice and recommendations. Especially with products like makeup and foundation, it's difficult for a shopper to know which
will match or complement their skin tone without being able to see the product on their own skin. This is where the convergence of beauty and technology comes into play. This combination has resulted in innovative solutions that not only change the way consumers shop but also improve their overall experience. Generative AI and AR are breathing new life into the consumer experience by delivering beauty and fashion inspiration in new, exciting and creative ways.
Thanks to the power of precise AR and generative AI, technologies such as virtual product try-ons allow consumers to try on beauty products, accessories, and even clothing styles. This technology improves the e-commerce experience by providing shoppers with personalized product views and helping them choose the best products based on their preferences. This not only increases consumer trust, but also reduces the rate of dissatisfied customers, resulting in more purchases and fewer returns.
WWD: How are these technologies used?
B.C. BC: The use cases for beauty and fashion technology based on AI and AR are extensive. From virtual consultations and fittings to complexion analysis, personalized skin analysis and even AI-powered clothing try-ons, AI and augmented reality have the power to offer consumers the best products for their lifestyle preferences, style and beauty needs.
Alice Chang
Purchasing beauty and cosmetic items online can be quite difficult. Without virtual try-on tools, consumers are left with a guessing game to decide whether a foundation truly suits their skin tone or whether a color is right for their lips. One of the biggest benefits of implementing virtual try-ons using AI and AR is giving consumers confidence in their purchasing decisions. Companies such as Nars Cosmetics, Avon and Clinique have reported that integrating virtual try-on solutions has resulted in
significant increases in customer loyalty, satisfaction and conversion. Consumers are increasingly turning to online shopping for clothing and fashion, jewelry, accessories and even wedding dresses.
