Driven by selfie culture, the rise of virtual makeovers could offer big rewards for beauty brands.
TOKYO, Japan — Through facial recognition and augmented reality technology, all it takes is the flick of a digital brush to apply perfectly winged eyeliner or a shimmer of lip gloss to one’s face. But what if you could design your own makeup that could be worn in both the physical and digital world?
At this month’s CEATEC, the largest annual IT and electronics tradeshow in Japan, Panasonic introduced its new “Makeup Design Tool” that lets users “freely create digital professional makeup.” But this isn’t another digital tool designed to let e-commerce shoppers virtually try before they buy. Instead, the experience is intended to take place and stay in the digital world. Consumers can virtually design makeup with a touch pen and apply the product to a digital image. With the video simulation mode, makeup can also be applied to moving facial images taken with a video camera.
The tool was designed for beauty industry professionals or to be used as makeup technique training at photo studios, wedding venues or cosmetology schools. “Beauty consultants often refer to designs created on paper or conceptual photographs. But it’s difficult to share one’s vision and sometimes, when the makeup is actually applied to the models or actors, it turns out differently,” explains Yuko Matsuhashi, a spokesperson from Panasonic.
In partnership with Microsoft Japan, Shiseido has introduced a similarly practical offering. The “Telebeauty” app, geared towards women at work, aims to boost the wearer’s confidence while holding conference calls. With four styles of makeup to choose from — natural, feminine, trendy and cool — the software detects the user’s facial features and then applies makeup digitally, giving the impression that the user is wearing makeup when captured on a computer screen. Even if the user moves, the virtual makeup stays in place.
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This kind of technology is on the rise in Japan and Korea, where brands are focused on creating beauty spaces that seamlessly integrate online and offline experiences. In August, Shiseido launched a digital counselling mirror at its store inside the recently renovated Ginza Six complex in Tokyo.
Hailed as the first of its kind in the Japanese beauty market, the mirror features a touch-panel system that allows shoppers to scan their faces for a skin check. Users can access their data at home by scanning a specialised QR code with a smart phone, allowing for convenience when making repeat purchases. Following a roll out in Japan, Shiseido plans to upgrade its cosmetics counters around the world.
At the Aritaum flagship store in Seoul, operated by Korean beauty powerhouse Amorepacific, there are several stations aimed at offering a personalised service. “Bio Lab” offers a detailed skin consultation for free. “Beauty mirrors” enable visitors to virtually try on makeup products using a tablet linked to the brand’s mobile app.
The approach is working so far. “APMall, Amorepacific’s official online shopping mall, has recorded an average annual sales growth of 50.4 percent over the past three years. The global beauty market is only at the beginning stage of digitisation, so it’s our priority to continue to find ways to integrate technology with the beauty experience,” Jennifer Rho, senior vice president of strategy at Amorepacific Group, tells BoF.
While there’s potential for beauty apps to be part of the modern consumer’s everyday beauty routine, not everyone is convinced. Some critics argue that AR is more of a branding move than a worthy commerce channel.
“Virtual makeup is still in its early stages and remains a novelty. It’s more about the experience and often the shareable element on social media, rather than a genuine desire to test the makeup,” says Euromonitor’s Symons. “The most pertinent use for these technologies is definitely in the matching of foundation shades, but it still has some way to go in its effectiveness.”
“In the end, nothing beats actually trying something on and knowing for sure whether it’ll work for you. The final stage before buying is still physically trying,” adds Chao. “With that being said, apps can make a great first shopping step and be a lot of fun, too.”
Source: BoF