Virtual and real marriage — digital marketing for cosmetics giant MAC
After three years of testing augmented reality in a selection of its 4,500 stores, MAC Cosmetics is going all-in on an AR try-on tool for its e-commerce site.
Beyond its large fleet of stores, MAC sells through department stores like Macy’s and Saks Fifth Avenue. MAC has been working with YouCam to roll out AR smart mirrors in its stores since the end of 2017. The tool is available for lip and eye products.
MAC Cosmetics has introduced a Virtual Try-On feature in partnership with YouCam — best known for its photo editing apps — which lets us swatch products on ourselves via pictures and live videos — all before making a purchase. Using YouCam’s augmented reality technology, the feature creates realistic simulations that can be tested on any skin tone and adapted to different textures, mattes, sheens, glosses, with a choice of more than 200 shades of lip or eye colors.
To get started, visit MAC’s Virtual Try On page and simply pick a product to sample. Then, enable your live camera or upload a photo of yourself. Don’t worry, though, if it seems intimidating: you could also upload a photo of a model as an alternative. From there, you can channel your inner beauty guru and swatch away like a pro. Similarly to stores, a MAC artist will be available to chat live if you need any further assistance.
MAC’s AR try-on tool comes at a time when shopping habits and the retail environment continues to change post-coronavirus shutdowns. MAC is hoping its AR-play will be used as an omnichannel tool moving forward.
“As pioneers in digital innovation, we understand that there is no better way to connect with our consumers than through a convenient, personalized online shopping experience,” announced Ukonwa Ojo, Global Chief Marketing Officer and Senior Vice President, Global Marketing, MAC Cosmetics. “Through our Virtual Try-On feature, we’re able to bring a quintessential element of the in-store experience right to our consumers’ homes.”
What I’m most interested in is being able to know what I look like when I use this lipstick or foundation under an epidemic environment without actually touching the makeup tester. That would still entice me to shop, which, from a microeconomic point of view, this would strengthen the performance of cosmetics companies and people’s impulse to shop. From a macroeconomic point of view, it can promote economic recovery.
According to a 2017 report from Spot Studio, online shopping conversion rates hover between 2% and 4%, compared to physical retail at 20% and 40%.When adding an AR tool, while indie brands can experience a more than 400% boost in conversion. AR also helps reduce returns by a percentage that mirrors increases in conversion.
I think this trend will be a new trend for digital marketing and enhance customer shopping feelings. Although Covid-19 has significantly impacted the beauty industry, makeup continues to play an important role in many people’s lives as part of their desire to look and feel their best. However, it’s the digital-first brands that are best positioned to win in this new environment, which requires MAC to find new ways to virtually connect with consumers while they are socially distancing at home.
