How makeup got a glow-up in the age of AI
Makeup industry players share with us how they're staying ahead of the game with AI adoption
The impact of AI in various industries was seen coming years ago but who knew it had the power to revolutionise the makeup industry as well? Especially in India, brands are gaining an edge over their competitors by providing consumers with impeccable services in the virtual world of makeup. The integration of AI into the makeup industry has brought in a new era of innovation.
According to Insight Ace Analytics, the beauty and cosmetic market size is valued at 3.22 billion in 2022 and is predicted to reach 15.75 billion by the year 2031 at a CAGR of 19.6 per cent during the period 2023-2031.
Recently, Maybelline collaborated with Microsoft Office teams enabled by AI-powered technologies like Modiface for on-screen makeup. A ‘virtual makeup bag’ has been equipped with all the digital makeup products. With a simple click, users can choose from 12 makeup looks to complement their own natural look.
“AI has brought significant advancements to the makeup industry by enabling virtual makeup try-on experiences, personalised recommendations, and real-time adjustments,” highlighted Zeenia Bastani, General Manager of Maybelline New York & NYX Professional Makeup.
The virtual try-on helps makeup brands elevate the online shopping journey, seamlessly connecting the virtual and physical realms according to Samir K Modi, Founder and MD, Colorbar.
Saloni Shah, Chief Digital & Marketing Officer, L'Oréal India added, “Our acquisition of ModiFace, an augmented reality company, has empowered us to offer virtual try-ons for make-up and hair colour. Its advanced face tracker algorithm precisely applies virtual cosmetics.”
In January 2023, Estée Lauder launched a Voice-Enabled Makeup Assistant (VMA) application where users received audio feedback and tips to apply lipstick, eyeshadow, or foundation evenly.
Nykaa too had launched an AI-powered virtual try-on tech 'ModiFace' for beauty shoppers in 2021. The technology helped create an enhanced beauty experience for makeup enthusiasts while buying beauty products online.
Lakme as a brand too uses virtual try-on that allows users to understand the perfect lip shade, foundation and other products for their skin tone. Olay, on the other hand, launched an online ‘Skin Advisor’ app where the consumer can upload their selfie and receive a deep analysis of their skin tone.
This is a testament that brands are catering to consumers who choose to go for websites which ensure safety and hygiene in the post-pandemic world via its virtual try-on technology.
Bastani added, “Customers can now virtually try on different makeup looks before making a purchase, saving time, and reducing the need for physical testing. AI algorithms can analyse facial features and skin tones, allowing for highly accurate and realistic virtual makeup application.”
This revolution has made makeup more accessible, convenient, and interactive for consumers, enhancing their overall shopping experience.
Modi shared, “The pivotal role played by AI-driven recommendations in consumer acquisition cannot be understated. By comprehending individual inclinations and behaviours, we are able to tailor our communication and product recommendations that deeply resonate with the potential consumers.”
This significantly amplifies conversion rates and enables consumers to initiate their initial purchases which ultimately contributes to the expansion of consumer base, he added.
But, it is well known that brands also need to maintain the balance of AI and human touch to make the consumer feel connected.
A fairly newer brand like Renee, which was incorporated in 2018, has adopted several AR filters on social media that has helped them garner a lot of consumer engagement. Their belief is that AI has changed the consumer experience, but it is important to create a fine balance between AI and human touch to keep the experience real.
Skinkraft too had built an in-house data tracking dashboard that pulls in inventory information from all warehouses and maps them against sales
Aashka Goradia Goble, Co-Founder, Renee Cosmetics shared, “We also have plans to develop AI filters on our app and website to enable our consumers with a visual experience of shades and textures of our products. But, we also want to keep the creative and transforming ability of makeup authentic and limitless like the human mind, therefore we are aiming for the right amount of AI in our approach.”
Technological advancements are a key trend gaining popularity in AI in the beauty and cosmetics market. Companies operating in AI in the beauty and cosmetics market are adopting new technologies to sustain their position in the market.
As technology continues to evolve, the boundaries between beauty and technology will blur even further, promising exciting advancements and experiences for both brands and consumers.
