A new survey conducted via Poshly and sponsored by leading makeup school Chic Studios and digital makeup platform Perfect 365 suggests that 81% of makeup artists want to offer their clients a preview of what a makeup look might look like on their face before applying it.
In addition, 85% of makeup artists would also want to offer their clients a preview of a makeup look on their photo or by having them look through a live camera. The smartphone is becoming less of a phone and more of a digital extension of everyday life that has touched every industry. The beauty industry is no different. Virtual makeup try-on is the wave of the future and it’s only a short time before it becomes commonplace.
Consider this, 1/3 of counter makeup artists say 75% of their customers that purchase makeup products try it on beforehand. Yet, 42% of counter makeup artists report returns as being the most frequent issue encountered. Cosmetics companies are constantly looking for ways to increase sales and overcome the likelihood of purchase returns.
Today we have with us Joseba Sandoval, a Spanish photographer who has been ranked among top 100 best Fine Art Wedding Photographers in the world. Over the years Sandoval has worked with many models, celebrities, wedding brides, and makeup artists. He firmly believes that digital makeup try-on will in high demand among makeup consumers around the world, and has shared a few pointers with us regarding this issue.
1. ‘Try before you buy’ has made makeup sampling business models like Ipsy and Sephora an enduring success. The nature of cosmetics makes it impossible to try on without applying to the face, which makes product returns an obvious issue. A world renowned ballerina Agnes Muljadi says “trying out makeup before you buy it is a time-consuming, frustrating and sometimes confusing process. Imagine how many times a woman applies and reapplies lipstick colors before making a purchase. There is no easy way for consumers to know what makeup looks like prior to buying it. This has been an ongoing issue the beauty industry has continued to grapple with.”
2. Advancements In digital beauty, along with face detection technologies that have greatly increased the accuracy of makeup placement, are changing the way people engage and experiment with makeup. While makeup will look different depending on the attributes of the face that is wearing it, face detection technology can allow for precise placement of eyeshadow, lipsticks, blush and foundation. As a result, digital makeup looks realistic. More and more, makeup artists and brands are relying on advancements in face detection technology to offer customers a glimpse into how specific makeup looks will translate on their individual face. The rate of adoption is moving at a rapid pace. According to celebrity makeup artist, Kabuki, “digital makeup can offer the opportunity to create looks for a client and see what it mightlook like before application to the face. Technology is opening up new roads in makeup and countless possibilities to expose people to new things.” Online sales have increased more than 30% in the past four years, and digital try-ons will continue to drive that number up. With Millinneal buying power increasing by the day, this is the audience most makeup brands are targeting. About 78 percent of millennials say they are more inclined to purchase a makeup product from a brand online if they could virtually see what it looks like on their face before purchasing.
3. Clearly, digital beauty is driving an evolution in the beauty industry where virtual makeup try on is the future. Even makeup schools are jumping aboard the digital beauty wagon by offering classes that focus on how to increase your online presence and promoting yourself online. As these students move on to graduate and work in the beauty services industry, merging their online and offline practices will be a natural part of their process. With clients already accessing and scheduline beauty services through apps, tech savvy artists will have a step up on the competition. “We have added our Digital Beauty Course to be a crucial aspect of our school curriculum. Todays students are very tech conscious and are constantly looking for new ways to advertise themselves and are always exploring ways in which they can create a more visible online presence.” -Amy Nicole, Owner/Director of Chic Studios. This generation of students are already using makeup apps to experiement with looks. Among makeup artists who do use makeup apps, when given a choice of the four most popular, Perfect365 is the one most commonly used—42% report using it.