The cosmetics industry is embracing a digital revolution with the rise of Virtual Try-On (VTO) technology, a report by GlobalData has revealed. By leveraging artificial intelligence (AI) and augmented reality (AR), VTO provides a personalised shopping experience, allowing customers to virtually test products before purchasing. This innovation is enhancing consumer confidence and reshaping online shopping habits.

The demand for such immersive technologies has surged, especially in the wake of the Covid-19 pandemic, which significantly accelerated online shopping trends. GlobalData’s survey highlights a growing consumer interest, with 45 per cent of US respondents and 27 per cent in the UK more likely to buy makeup online if virtual try-on options are available.

Recognising this shift, major brands and tech companies are joining forces to integrate VTO into their platforms. For instance, Walmart introduced a VTO feature in collaboration with Perfect Corp, and Google launched AR beauty ads, making these advanced shopping tools accessible to a wide audience through smartphones.

Naveed Khan, a Consumer Analyst at GlobalData, stresses the importance of continuous innovation in meeting consumer expectations. As VTO technology becomes increasingly integral to the online shopping experience, companies are encouraged to develop and refine these digital solutions to stay ahead in the competitive market.

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