INTRODUCTION:

A new technique called augmented reality (AR) involves superimposing digital images over the actual environment. A real-time direct or indirect picture of the physical environment that has been enhanced or reinforced by the addition of virtual computer-generated data is another way to characterize augmented reality. Augmented Reality (AR) integrates virtual and real-world elements and is both interactive and 3D registered. By providing virtual data to the user's immediate surroundings as well as any indirect view of the actual world, such as a live video stream, augmented reality seeks to make life easier for the user.¹

APPLICATION IN BEAUTY:

In order to create fresh experiences, augmented reality combines users' real-time video with digital overlays. This approach aligns well with the beauty industry's goal of demonstrating client competence by allowing customers to try on as many products as necessary before making a final decision. With merely screens in front of them, shoppers can experience how a product might look on them thanks to an augmented reality (AR)-enabled virtual makeup app. Augmented reality systems can be used to choose items such as clothing, jewellery, eyeglasses, lipstick, eye makeup, and nail color. Customers can test on several outfits without having to make the effort to go into changing rooms constantly. This could lessen the likelihood that a contagious disease will spread.²

APPLICATION IN MARKETING:

The constant advancement of technology in today's society has upset a shift in customer expectations. Interactive technologies, such as augmented reality, were once thought to be special features that offered high degrees of appeal and distinctiveness. However, in today's highly competitive marketplaces, implementing these technologies has become practically necessary to survive. AR is already being used in several marketing domains and is being promoted as a crucial strategic solution.

AR has proven to be very relevant and effective in the advertising sector since it can lead to better levels of engagement (AR-driven ads have higher click-through rates than traditional internet ads), encourage favorable brand attitudes, and lead to buy intentions. AR can also be leveraged through the application of haptic ads, implemented through the utilization of vibration sensors of mobile devices that recreate a sensory experience for consumers when interacting with a virtual product offering, leading to an enhancement of engagement levels.

In addition, augmented reality (AR) offers businesses fresh and creative ways to engage with customers by using mobile AR advertisements that can be shared on various media platforms; (ii) permits interactive product information and contextualisation exploration, removing the barriers between retail and advertising; and (iii) makes it easier to integrate interactive advertisements in traditional printed media platforms (like outdoor advertising).

The latter is usually made possible by a smartphone application (such as a QR code) that people may scan in order to interact virtually with the advertisement, so enabling a way to monitor how customers interact with traditional media advertisements.

AR can also be used to apply haptic advertisements, which are carried out by using the vibration sensors of mobile devices to replicate a sensory experience for users interacting with a virtual product offering. This increases user engagement levels.³

ADVANTAGES:

Give all men and women information on their skin and hair.

Analyse colour, style, and alternative people's similar face traits to provide ladies with cosmetics suggestions.

Assist women in analysing beauty designs to forecast social media popularity and in virtually trying makeup on their own faces Use facial analysis to discover what makes people find appealing by examining skin evenness, complexity, and symmetry in the face.

Create better cosmetics and make up product

Recognise human faces to estimate the true appearance of a fully distinct eye shadow or makeup cream on skin and hair hues or colours.

Augmented reality (AR) is making a significant impact on the cosmetics industry, offering various key features and benefits that enhance the customer experience and improve business operations:

KEY FEATURES:

1. Virtual Try-On:

· AR allows users to try makeup products (lipsticks, eyeshadows, foundations, etc.) virtually through their smartphones or smart mirrors.

· Customers can see how different shades look on their skin tone without physical testing.

2. Personalized Recommendations:

· AR apps can analyze users' facial features and skin tone, providing tailored product suggestions based on their unique characteristics.

· AI-driven AR tools can even recommend skincare routines or makeup styles based on user preferences or concerns.

3. Enhanced Product Visualization:

· Consumers can visualize cosmetic products in 3D before purchasing, gaining a deeper understanding of packaging, color, and texture.

· AR helps showcase how certain tools (e.g., brushes) or skincare routines work in real life.

4. Interactive Tutorials:

· AR can guide users through step-by-step makeup application tutorials, enhancing learning through interactive instructions.

· Brands can offer AR-based tutorials to teach users new techniques with specific products.

5. Customizable Filters:

Some AR apps offer beauty filters that adjust makeup looks in real-time, helping users experiment with different styles before making a decision.

6. Smart Mirrors in Stores:

· AR-powered smart mirrors in physical stores allow customers to try on multiple products virtually, eliminating the need for physical testers.

· These mirrors can also suggest complementary products, driving cross-sell opportunities.

LITERATURE REVIEW:

AUGMENTED REALITY:

Enhance procedures related to cosmetic surgery. The capacity to virtually accurately estimate a patient's appearance after surgery is crucial for the advancement of the field as a whole as well as for customer happiness.

Boost the rebuilding of the face. Increasingly, people are undergoing rather risky treatments like double jaw surgery. Additionally, the ability to use data to predict issues and keep patients safer may prove invaluable for those who would rather have surgery.

Then, in the 1990s, the technology may be improved even more with the aid of developments in software, tracking systems, and graphics approaches. The military and business were the first to use them.AR became more widely used and commercialised as mobile devices increased in number and technology advanced.

These days, augmented reality has applications in retail, gaming, education, and navigation.⁴This scientific endeavor operates in the retail of fashion and cosmetics because the application possibilities in retail are of utmost importance. Numerous Writers have looked at the possible uses of the technology, particularly in retail.⁵ have distinguished three application groups using the most well-known instances from the retail sector

Table 1: Example of augmented reality application in the retail industry⁶

Application area	Brands	Description
Online Wab - based	Benefits cosmetics Estee Lauder	Brow Try-on Facebook chatbox
Mobile app	L'oreal Sephora	L'oreal modiface Sephora vertual artist
In- store	Burberry Max cosmetics	AR- mirror Virtual mirror

Fig. 1.1 Augmented reality

Augmented Reality in Virtual TRY-ONS:

Major brands deploy AR apps, which have already made a name for themselves in the retail sector. Customers may digitally overlay the brand's items in real-time on VTOs, making them a common use. The industry leader in beauty technology, L'Oréal, purchased ModiFace, the global pioneer in augmented reality and artificial intelligence for the cosmetics sector, to incorporate their technology into the group's operations. Customers may use the app to test on a variety of L'Oréal cosmetic products. items in a matter of minutes. All skin tones are guaranteed to be accommodated by ModiFace. Consumers can use the service online via retailers' platforms or in-store through their cell phones, for instance. L'Oréal claims that ModiFace offers a unique interaction that meets consumer demands in the digital age.⁷

In addition to the L’Oréal app, Sephora’s Virtual Artist has also established itself. The app scans the customers’ faces, identifies their lips, eyes, and cheeks, and virtually applies products from the entire range for them to try. The tutorial aspect plays a significant role here, as customers can use tips and trends during the application. Thus, the app helps customers create their looks by informing them about the most popular and exciting trends in the beauty industry.⁸

Fig.1.2 Augmented reality in virtual tryons

Virtual Try-On for Facial Beauty Products based on artificial intelligence and augmented reality.

Technology, particularly AI and AR, has revolutionized the beauty industry by enabling businesses to better understand consumers customers in greater depth. AI and AR-powered skin platforms for analysis have assumed the function of expert dermatologists and made possible customers to get suggestions about products anywhere and whenever. Virtual facial skin scanning and Try-on cosmetics has completely changed how customers Experience buying skincare products. AI as well as AR has made it possible for users to access thousands of informational elements and algorithms that assist in creating purchasing of cosmetics Modern beauty technology continues to benefit greatly from the advancement of augmented reality (AR).

Using facial tracking, visual computing, and digital mapping of color and shadow analysis, and AR virtual try-on and simulation of adaptable lighting Experiences may now be trusted more than before. In-the-moment makeup trials are available to customers. With the use of virtual try-on technology, realistic outcomes on every skin tone, modifies, and exhibits cosmetics precisely according to the user's face characteristics and feel. Apart from AR, AI makes use of neural networks, machine learning, and data science networks to improve users' brands even further experience and motivation for customized suggestions. By use of the strength and reason AI using deep learning is able to comprehend a user's skin health and offer customized goods suggestions and diagnostic information that fit the person.⁹

Case study on L'oreal Makeup genius:

Overview of L'oreal:

Eugene Schueller established L'Oréal in 1909 and developed a hair color process that was completely safe to use, unlike anything else on the market at the time. Being the leaders in several fields, L'Oréal began to diversify its product line to include skin care and tanning. items from the 1930s, covering every kind of cosmetic item used throughout World War II.

L'Oréal produced and released Votre Beaute, a women's beauty magazine, in the 1930s. The corporation first introduced the idea of using movie theaters to advertise items in the 1950s, and in 1972 it ultimately introduced the iconic advertising campaign. ad "because I'm worth it" to advertise a range of at-home hair coloring products.

The company's quick expansion and internationalization outside of France has been fueled by Lindsay Owen-Jones, CEO of L'Oréal from 1988 to 2011, who also changed the company's sales percentage improvements since he entered. Ninety percent of L'Oréalin's revenues originated from when he joined in 1969.Europe's West. By the conclusion of his career, 53 percent of total revenue came from Western Europe. whereas 20% of the world's population, including those from Asia and Latin America, and 27% are from North America Eastern Europe and America.

Currently, L'Oréal is the global leader in cosmetics and beauty products, with revenues expected to reach 28 billion euros in 2020. The company is organized into four major divisions: active, professional, consumer, and luxury cosmetics. Its 36 brands are offered in around 150 countries.

L'Oréal bills itself as a "digital first company" and states that in the last three to five years, customer expectations have shifted more than in the previous thirty, changing how people research, test, and purchase beauty products and brands. L'Oréal did, in fact, introduce its Makeup Innovative technology that enables customers to digitally apply L'Oréal makeup items on a self-image.

L’ORÉAL MAKEUP GENIUS:

With the L'Oréal Makeup Genius augmented reality software, customers can realistically experiment on new eye shadows and eyeliners using a smartphone or tablet.

This Modiface program utilizes a smartphone or tablet to capture a picture or video of the user. Then, before a customer purchases a cosmetic item, they are able to test any of L'Oréal's offerings to see how it would seem on them. This software records sixty-four face data points. With over a hundred distinct face expressions to identify the contours of the lips, eyes, and other facial contours and to precisely apply cosmetics to the user's face.

In 2018, L'Oréal acquired Modiface, the same firm that created the augmented reality applications for Sephora, Estée Lauder, and Makeup Genius. The business's goal is to become a digitally augmented beauty brand that is always uncovering new features.

Different features used by L’Oréal’ augmented reality technology are:

1 Product Try-On: With this feature, clients may virtually try on a variety of colors and palettes for their face, lips, eyes, and cheek makeup. After that, they may share a picture of their finished appearance with pals and bookmark their favorite.

2 Skin diagnostic: based on scientific research and a Modiface Artificial Intelligence system, this service evaluates the customer's skin state and creates a personalized beauty regimen.

3 Color Match: Customers may locate the ideal shade of cosmetics to go with a product they recently added to their shopping cart.

4 Styles: Customers could be motivated to try on certain styles by professionals and take inspiration from them.

Additionally, by utilizing these capabilities, consumers may purchase the items directly from the website, obtain additional information about them, and read product ratings and reviews. Currently, the only place to access these augmented reality capabilities is the website for each L'Oréal group brand. (www.loreal.com).^[10]

Fig.1.3 L’OREAL makeup Genius ¹¹

Case study on LAKME:

Overview on Lakme:

Indian cosmetics company Lakmé is a part of Hindustan Unilever. It got its name from the French opera Lakmé, which is named after the beautiful goddess Lakshmi in French. It was formed in 1952 as a 100% subsidiary of Tata Oil Mills, when Simone Tata was worried that Indian women were spending valuable sums on foreign beauty goods and urged JRD Tata to make them in India. Tata also received backing from the Indian government. After first joining the firm as a director, Simone Tata rose to the position of chairman. For ₹200 crore (US$48.46 million), Tatas sold Hindustan Unilever their share of Lakmé in 1998.

The primary cosmetics products that Lakmé sells are colored lipsticks, eyeliners, and skincare creams. Its e-commerce platform was launched in December 2018.As of 2021, Lakmé also has 485 beauty salons under Lakmé Lever. The firm is the title sponsor for Lakmé Fashion Week (LFW), a bi-annual fashion week which takes place in Mumbai.¹²

Lakme makeup genius:

The introduction of the first virtual mirror app in collaboration with L'Oréal Paris cleared the path for the use of AR technology in business. It has over 20 million downloads and employs virtual reality to let users test out different cosmetic looks on their smartphones. With the help of the software, users can apply virtual cosmetics on their faces flawlessly in real time, all while keeping track of their own facial traits.¹³

Fig.1.4: Lakme makeup Genius¹⁴

Ar Assisted Marketed Product

Beauty industry and companies are using various device for skincare.

1) Modiface Virtual Makeup:

Launched in 2018, L'Oréal's "ModiFace" technology applies makeup to the face remotely, giving the impression that it is being worn in real time. The last several years have seen a significant advancement in technology. Everyone involved in augmented reality planning arranges a strategies to improve realism, precision, and attention when doing virtual makeup applied to your face, although ModiFace is arguably the most successful at doing so at the moment.

Fig.1.5 Modiface virtual makeup

2) AUGMENTED REALITY MIRROR:

"An Augmented Reality (AR) mirror" at the new Seoul Flagship Boutique of cosmetics, Korea in 2020 makes it easy to virtually try different makeup brands or shades of lipsticks even if we are wearing a face mask. The AR mirror takes a picture of the customer's face and analyzes it, recommending products based on skin texture and addressing any blemishes, spots, wrinkles, and dark circles. Customers can then see a computer-generated image of how they would look like wearing a variety of foundations, blush, eye products, and lipstick. Because of the corona virus, it can be challenging to try different cosmetics after someone has already tried them. This technology allows one to try different makeup looks without touching the face.¹⁵

Fig .1.6. Augmented reality mirror

CONCLUSION:

In order to better understand how augmented reality (AR) might influence customers’ decisions to purchase beauty goods online, this review suggested a quantitative method. We support this conclusion by pointing out that consumers of well-known companies, like Lakme L’Oréal, are already familiar with the brand’s range of goods, the ideal foundation shade for their skin tone, the ideal lipstick shade, and even which kind of lipstick works best on them since they have already Prior occasions to directly experience the goods.AI is being used in cosmetics, beauty, and wellness in interesting ways. The use of AI and AR in personal styling is becoming more and more popular, and clients who value their appearance are not hesitant to ask chatbots or AI personal stylists for advice on customized beauty care. AI Powered algorithms are providing clients with recommendations for purchases that improve Their appearances, driving the expansion of cosmetics businesses’ sales to unprecedented levels.

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Received on 12.11.2024 Revised on 28.01.2025

Accepted on 17.03.2025 Published on 28.03.2025

Available online from April 01, 2025

Research J. Topical and Cosmetic Sci. 2025; 16(1):49-54.

DOI: 10.52711/2321-5844.2025.00009

This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License. Creative Commons License.