Artificial intelligence will dress and paint us

The cosmetics industry, or more broadly the beauty sector, has long avoided technological innovations. It was believed – rightly – that shoppers preferred to see for themselves the quality of merchandise and when it could be tried or tested

However, the pandemic has made artificial intelligence comfortable in this industry and, above all, virtual samples are of increasingly high quality. Trying on glasses, putting on makeup or getting dressed is possible, among other things thanks to AR technology and allows you to do your shopping without leaving your home.

Virtual samples during the pandemic have definitely grown in importance. Not only because they make it safe to test products, but more importantly because they have changed and made product testing so much easier. Consumers can see for themselves that cosmetics, clothes, and even glasses will fit them perfectly without leaving home. The transition to the “virtual world” of brands is very important, especially since the Google search engine registers up to four billion queries in the field of fashion and cosmetics each year.

There is no turning back from artificial intelligence

Until recently, well-known brands in the cosmetics and fashion industries participated in the race for influencers, celebrities, artists and athletes to promote their products on their social networks. This way of reaching customers is still important, but it already occupies a much smaller place in corporate budgets. Today, the trend is different, and more and more resources are being devoted to working with technology companies that can help develop personalized customer experiences through artificial intelligence. Technology that breaks the barrier of online shopping is also important – says Wojciech Kyciak, Chairman of the Board of Bezokularow.pl SA, one of whose brands is wOkularach.pl – an authorized online seller of glasses using new technologies that allow you to try on frames and adjust them to the face using the camera and the possibilities of artificial intelligence.

Businesses have noticed that customers like to use all sorts of apps that make shopping easier, and it’s after introducing them that branding can generate a big boost in revenue. The most innovative companies in the cosmetics industry do not save on novelties. For example, L’Oréal has its own technology incubator with a team of more than 30 people, and it includes, among others, physicists, engineers, UX (user experience) specialists, hardware designers and data and analytics scientists. One of the leaders in the cosmetics industry is using artificial intelligence to let customers create custom colors, talk live with a professional makeup artist before buying at-home hair dye, and try on makeup shades in the application using a virtual mirror – Makeup Genius.

L’Oréal uses facial expression monitoring technologies and an algorithm capable of producing extremely realistic color reproduction in real time, and the customer can use it with a smartphone – describes Wojciech Kyciak of the Internet optician “wOkularach .pl”.

The virtual fitting room on the optician portal also works in a similar way and to choose the best frames for you, you need to take a “selfie”. The rest will be done by the artificial intelligence, i.e. it will perform a scan of the face and the algorithm will calculate if the glasses are the right size for the shape of the face. We can see the effect on the generated photos.

Games will replace advertising

Companies are also using other possibilities – for example AR technology, i.e. augmented reality and face filters, which are known from popular social media. Thanks to them, you can not only smooth your face and get rid of wrinkles, but also apply makeup and see if it will be a good choice in real life. Companies also use incentives in the form of games and quizzes. Virtual pleasure is to encourage purchases. Does it work well? Yes, yes, according to Tyler Wozny, vice president of beauty company Madison Reed. – We find that at least 38% of people who pass our quiz and then check our paint colors with the AR virtual try-on tool are buying online in January, Wozny told Axios. Simple quizzes or games in branded apps are just the start, however. The gaming market has grown significantly during the pandemic and is now worth over $300 billion (according to Accenture). Moreover, according to analysts at Statista.com, in the United States almost half of gamers are women, and in other parts of the world these proportions differ only slightly.

And if so, why not create platforms that combine gamification elements with the ability to check cosmetics and place orders? Young consumers in particular don’t feel attached to traditional TV or radio, so brands have to look for new ways to reach them – comments Wojciech Kyciak of internet optician wOkularach.pl.

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