Augmented reality is an accepted means for consumers to try on color cosmetics virtually, but how about skin care products? Unlike with color cosmetics, skin care brands aren’t seeking a colorful Instagrammable creative, but rather an ‘after’ photo that reinforces the efficacy of their products.
La Roche-Posay’s latest skin tech adventure involves artificial intelligence. Effaclar SpotScan analyzes images of an individual’s face to determine an imperfection score. Products are then recommended, along with a simulation of the expected results throughout the year. La Roche-Posay is no stranger to mixing skin care and technology as it launched a UV tracking wearable in 2018 and skin pH wearable in January this year.
This marriage of technology and skin care is head and shoulders above the majority of brands in Gartner L2’s Digital IQ Index: Beauty France 2019. Across the board, guided selling was largely on hold this year. While interactive product finders lead with 54% adoption, only three brands have virtual makeover tools on site. Unsurprisingly, these are color cosmetics brands backed by large enterprises.
Due to the high costs, offering virtual makeovers isn’t feasible for all beauty brands. However, at the bare minimum, brands should provide before and after images on product pages, a strategy only adopted by 15% of brands in Gartner L2’s study. While many display statistics for the efficacy of their products, using on-model images to convey the same message is more impactful.