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While searching for a brand new lipstick on Sephora’s mobile app, customers contemplating whether to purchase Marc Jacobs’ Forbidden Berry shade or Stila’s Magenta Plum can see exactly how the colours will look on their faces.
The Sephora Virtual Artist tool within the retailer’s app launched in January to assist customers test products using augmented reality technology powered by ModiFace. The visual artist tool lives on the Sephora app’s homepage, and as customers “try on” different lipstick shades using the front-facing camera, they’ll move around and the colour stays put. An “add to basket” button is featured at the highest of the screen as colours are tried on.
The feature, Sephora believes, is greater than a gimmick, as it will probably help customers make purchase decisions while shopping on their mobile apps.
“Augmented reality might help a client buy a product by allowing her to try it on, boosting her confidence that she knows use it, or giving her an experience that informs her about how and why it was created,” Bridget Dolan, vp of Sephora’s Innovation Lab, told Mobile Commerce Daily.
While Sephora said it was too soon to reveal conversion, the app has seen 1.6 million visits and 45 million “try ons” within the eight weeks since launch.
The Sephora Virtual Artist.
Sephora just isn’t alone. According to a Demandware study, 72 percent of U.S. beauty brands are testing a type of “guided selling” to push sales, like augmented reality. L’Oreal’s MakeupGenius app launched last yr to assist consumers test the pharmacy brand’s products and now has 6.3 million downloads. In May, Benefit Cosmetics released the “Brow Genie,” a digital tool that virtually transformed users’ eyebrows before demonstrating recreate the form. Elizabeth Arden teamed with the app YouCam, which has 100 million users, to let customers virtually try on products and get them organized from the brand.
“There are all the time going to be the individuals who should be in store and in person,” said Zach Paradis, director of experience and innovation strategy at Sapient Nitro. “But retailers must support latest ways to purchase and experience, and augmented reality is a really powerful strategy to do it, specifically in makeup and sweetness.”
To achieve success, though, the technology must be as much as par.
“For these applications, it is vitally vital to give attention to realism,” said Parham Aarabi, CEO of ModiFace, the virtual makeover technology company that created the augmented reality experience for Sephora, L’Oreal and other brands. “We’re always improving how colours appear once they’re applied to make sure it’s taking texture, light reflections and skin tone into consideration.”
Aarabi, a former University of Toronto professor, launched his company after making a simulator that might predict what botox injections would appear like on people of various ages. Sixty-five brands now use ModiFace’s products for virtual skincare, hair color and makeup predictions.
He said that his company studies how its tools drive conversion in “excruciating detail,” because when the technology just isn’t used properly, it will probably have a dangerous effect for the brand.
“Generic overlays of color look clownish, and that may actually hurt sales,” said Aarabi, adding that when people see blobs of color on their faces that don’t well represent the product, they’re turned off by each the product and the retailer.
ModiFace tells brands that its technology can drive conversions online and mobile by 80 percent and in store by 30 percent if used properly. Aarabi said that the client experience across the tool affects conversion in addition to the technology. How the tool is presented, and the way easily customers can add to cart and buy, could make or break the sale.
Paradis believes that the brands who get out first on this field, nevertheless, shall be rewarded.
“In augmented reality, what can have been gimmicky five years ago is now believable. It’s crossed that threshold into usefulness,” said Paradis. “It can manifest into meaningful decision support in the trail to buy that may differentiate a retailer. It helps that it’s fun.”
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