Now, makeovers no longer require a trip to the salon. Brands from L’Oréal Paris to Sephora have developed artificially intelligent tools that let users create personalized visuals of how products would look on their faces. Upload a picture and you can alter your appearance with just a few clicks.
These types of tools aren’t only good for users; they also drive significant traffic toward brand sites and garner notable attention from the media. Matrix’s “Color Lounge,” a virtual hair makeover tool, was the brand’s second-most-visited desktop page between January and July. The tool allows users to upload a photo and try on different hair color looks, ranging from full hair dye to highlights.
Sephora’s “Virtual Artist” paved the way for online retailers to follow suit by receiving considerable publicity. The debut of the brand’s makeover app was recognized by Business Insider, InStyle, and Teen Vogue, among others.
Other brands that have not yet employed artificial intelligence on their sites have found success in expanding the digital experience through diagnostic quizzes. Function of Beauty’s entire product line is derived from customer answers to an extensive quiz. Even without the use of artificial intelligence, more brands are facilitating a personalized experience for their customers by not only adopting the diagnostic tool, but also developing a more robust interactive guide through the use of copious images and text descriptions.