Perfect Corp. study finds augmented reality drives two times more cosmetic sales
Virtual reality and augmented reality are two modern devices that are enhancing the shopping experience. According to a study commissioned by Perfect Corp., augmented reality (AR) drives two times more conversions for beauty products.
Intage, an independent research firm, conducted the year-long study for Perfect Corp. by tracking the behavior and purchase histories of 25,000 women in Japan between the ages of 15 to 69 years old, including YouCam Makeup users and people who do not use the app.
The study found that YouCam Makeup users are 1.6 times more likely to purchase cosmetic products compared to females who do not use the app., spend 2.7 times more money on beauty products, and the app’s AR try-ons drive 2 times more cosmetic sales and up to 6 times more for some brands.
“We are thrilled to learn that YouCam Makeup encourages customers to make more informed purchasing decisions through AR try-ons,” says Perfect Corp. CEO Alice Chang. “Our team continues to develop the complete beauty journey for all aspects of the beauty market, allowing YouCam users to discover, try, share, and buy beauty products in one seamless platform.”
Though the study focuses on YouCam Makeup, it is very telling of VR and AR’s effectiveness for beauty sales. A 2017 report from GPShopper found that customers are ready for VR and are willing to use the device in order to not go in stores. This year alone, Sephora launched a Virtual Artist app that allows customers to try products without physically going in store and Battington launched a namesake AR beauty app. In addition, L’Oréal, Shiseido and Paul Mitchell have launched AR apps over the years.
A study from Morar Consulting found that customers believe VR/AR showrooming will be the norm in 2 to 5 years. If this is the case, beauty sales may skyrocket due to the modern way products are tried on.
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