Virtual Try-On is Revolutionizing Metaverse Makeup
The metaverse, buying goods with cryptocurrency, avatars, NFT, machine learning, and artificial intelligence — all these terms seemingly do not fit in with the tactile and sensual worlds of beauty. However, you will be extremely surprised to see that the beauty products industry is already diligently and successfully diving into the metaverse, taking its consumers along. Cosmetic brands have quickly adapted to the new realities shaped by technological innovations and trends. Let’s see how the beauty industry re-invents its vision and business and marketing approaches and revolutionize the metaverse.
The What and Why of Metaverse
If everything your knowledge about the metaverse is based on Mark Zuckerberg’s speech when announcing the Facebook rebranding, you are not alone. Before we move on to revolutions, makeovers, and virtual try-ons, let’s deal with this mysterious sci-fi term.
The concept originated not too long ago, in 1992, thanks to Neal Stephenson.
His novel, Snow Crash, describes the metaverse as a 3D space in virtual reality. Its characters could access it through personal terminals and VR glasses.
Currently, it looks like a somewhat in-depth version of virtual reality (VR), but many believe that the metaverse holds the future. Instead of a computer, the metaverse offers a VR headset to immerse in a virtual world that combines digital environments. Unlike the current virtual reality, which is used mainly for gaming, this virtual world can apply to almost anything — work conferences, games, concerts, watching movies, or just for relaxation. Users will be in this world as 3D avatars.
How Is It Related to Beauty and Makeup?
The pandemic was a powerful boost to the digital transformation of the beauty industry and the adaptation of its interaction with consumers. Global brands such as L’Oréal, NARS, YSL, Dior, and others are already immersing their customers in the metaverse, offering them a combination of virtual and physical experiences and products.
Almost every global online beauty supply store offers its customers an AR try-on virtual makeup software. AI and AR-powered solutions allows customers to pick the perfect shade of lipsticks, foundations, blushes, and eye shadows. Buyers just need a device with a camera to experience online try-ons.
Many brands are transforming online interactions and the shopping experience in physical stores. For example, the MAC store in China offers its customers a personalized customer journey. With WeChat, customers navigate through the store, try on brand-new products with the help of smart mirrors, create customized eyeshadow palettes, and use touchless displays.
It would seem that most people shouldn’t care about virtual makeup in a theoretical metaverse. However, virtual fitting services make the experience quite tangible. Makeup selection takes place entirely in the metaverse, and as a result, customers receive the perfect shade of makeup in the mail and use it in the real world. This experience simplifies the process of choosing that very red lipstick that suits your skin tone, age, or looks. The hyper-personalized approach and accessibility of the service have truly made a revolutionary breakthrough in the makeup metaverse.
How Does Virtual Try-On Work?
Beauty industry giants invest massively in technological development and try to build their tech muscles. In addition to purchasing startups, opening accelerators, and funding, brands collaborate with existing tech leaders offering AI and AR-based solutions.
Gucci and Samsung cooperated with Banuba; L’Oréal worked with ModiFace — each business finds a perfect fit. This symbiosis allows cosmetic brands not to develop a solution from scratch but to use the SDKs offered by those companies. They can be optimized and customized to the brand’s needs. Banuba, for example, offers a packaged service called Guided Virtual Try-On, which allows brands to digitize products within 48 hours.
But how does this technology work? The app receives data from sensors and a camera and determines the areas where the appropriate cosmetic product should be applied. The program takes into account the individual characteristics of each user. This enables it to offer the most personalized experience and help customers find the perfect makeup match.
Virtual Try-On Alters The Beauty Industry
The introduction of augmented reality into the beauty industry was inevitable. According to statistics, by 2024, more than 73 billion people will use AR on their mobile devices, and brands that already use this technology have increased conversion rates by 40%.
Virtual try-on technology has become a new direct communication channel between the brand and the customer. There is no longer an influencer on social media or a sales consultant in a store between them who can influence the purchasing decision. Consumers, interacting with the brand directly, make their decisions, while AI analyzes and suggests products they might like based on their preferences and individual characteristics. This personalized approach increases loyalty, and online cosmetics testing makes shopping less time-consuming and reduces the risk of product returns.
No doubt, it will take time before humanity transitions fully into the metaverse. One thing is clear — the beauty industry has already taken its first confident steps into the digital world.