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.
