gci

Current Issue cover

Consumers Prefer Virtual Makeup Try-Ons

Contact Author
Close
Fill out my online form.

Makeup users’ awareness of virtual try-on is low, making it a missed opportunity.

According to the latest NPD Makeup Consumer Report, consumers generally would rather use AI to try on makeup, rather than do so in-store.

Related: Augmented Reality and Virtual Shops Boost Beauty E-commerce

As of spring 2021, only one-third of makeup users indicate that self-testing products is how they prefer to shop for makeup, decreasing from almost half who responded similarly before the pandemic.

Special report: Mindful Color Cosmetics

According to NPD’s report, half of makeup users didn’t even know they could try on makeup virtually, with 43% of Gen Z and millennials saying so. 

Low awareness is a missed opportunity since the influence of virtual try-on is high for those who have used it, with 60% saying it influenced their decision to make a makeup purchase. 

Even with COVID vaccination levels rising, and retail becoming more accessible, it could take time for consumers to return to pre-pandemic makeup shopping behaviors. 

Related Content