Marketing in the New Age of Virtual Beauty

Posted by: Fiona Barber - 31.10.24

Technology has brought beauty brands and consumers closer than ever before. The rise of AI and augmented reality (AR), has revolutionised the beauty experience, allowing consumers to enjoy virtual try-on tools, AI-driven skincare assessments, and personalised beauty subscriptions tailored to skin needs and preferences. 

But that’s just the beginning – as online users become more invested in virtual identities, customising their ‘metaverse-me’ avatars with beauty looks is quickly becoming the next big thing. 

Welcome to the exciting realm of virtual beauty.

In the latest of our beauty blog series we delve into how technology is changing the beauty landscape. 

The Future of Beauty

Here’s a sneak peak of what we can expect.

In the next three years… We’ll become more expressive with our avatars in the growing metaverse, which could reflect and influence real-life trends in self expression.

Fast forward three to five years… Get ready for a wave of virtual-only beauty brands to take centre stage. Expect to see a stronger focus on diversity and inclusion, where AR and avatar beauty will celebrate every look, tone, and style imaginable. Although some beauty fans will resist the unrealistic standards set by AR in favour of embracing inclusivity and individualisation, which you can read about in our From Flaws to Fab beauty blog here.  

Beyond five years… Some beauty lovers will go all-in on digital, shifting to using virtual beauty exclusively, while others will have fun blending the two worlds – bringing their online looks to life with real-world makeup. The lines between virtual and physical beauty will blend like your favourite foundation. 

Endless Opportunities in Cosmetic Creativity 

Wondering how to stay ahead of the game? Here are some ideas you can jump on right away.

Shift Perfection to Possibility

Virtual beauty offers beauty lovers an exciting canvas for creativity and endless opportunities for self-expression. Exciting, right? Sure. But as we dive into this world, don’t forget the potential psychological effects. With edited and AI-generated images flooding our daily lives, our mental health and self-perception can take a hit.

Here’s how you can show up for your customers:

  • Show your commitment to wellbeing and collaborate with mental health organisations to develop guidelines for responsible use of AR beauty filters.
  • Instead of adding to the pressure of digitally perfected standards, let’s demonstrate how virtual beauty can uplift, empower, and embrace the joy of exploration rather than comparison.
  • Develop a series of AR filters designed to boost confidence rather than promote unrealistic beauty standards. Focus on providing fun, creative looks that encourage users to experiment with bold styles and embrace their individuality.

Embrace Diversity like Never Before

The importance of diversity, equality, and inclusion in beauty marketing has resonated loud and clear in recent years. 

Using virtual experiences and AR beauty tools, you can create a space where diversity isn’t just acknowledged – it’s celebrated. Think options that celebrate every unique skin tone, facial feature, and personal style. 

Virtual Try-on Campaigns

Who doesn’t love to explore different looks without even having to pick up a product? Why not launch an interactive virtual try-on campaign where consumers can use AR filters to experiment with different beauty looks. Incorporate user-generated content by encouraging customers to share their virtual makeovers on social media.

Create Seamless Cross-Platform Experiences

Will your virtual filters move from Instagram to the metaverse? Can you integrate virtual beauty tools across various digital touchpoints, such as social media, e-commerce websites, and virtual events?

Consider the benefits of investing more time and money into the technology needed to create a seamless experience for your customers, regardless of where they virtually roam. 

Build Beautiful Partnerships

Team up with brands that vibe with your vision. Think about what you bring to the table and what you can gain in return. For example, a big name in the beauty industry can shine a spotlight on an exciting new beauty offering, while a smaller, innovative brand (of course we’re here to help!) can bring the latest cutting-edge technology to develop new virtual try-on experiences that blend beauty with digital.

By combining strengths, you not only amplify your reach but also create something fresh and fabulous that captures everyone’s attention. 

Power up Personalisation

Beauty is unique. It’s all about products designed just for you; tailored to your unique skin type, shade, and concerns. Brands that embrace customisation show they truly care about their customers’ needs.

So, what can your brand do?

Leverage AI and AR to create personalised shopping experiences that wow consumers, both online and in-store. Imagine trying on shades virtually or getting skincare recommendations that feel like they were crafted just for you.

Make sure your digital tools are user-friendly and accessible for a wide range of customers. When it comes to beauty, everyone deserves a personal touch.

GET INSPIRED 

Fueled by technological advancements and evolving consumer preferences, brands are stepping up their game and embracing cutting-edge tech to stay ahead of the curve. 

These brands are thriving in the digital beauty revolution. 

Maybelline

Maybelline’s Foundation Finder uses AI and AR tech to help you find your perfect foundation shade in minutes. It’s virtual beauty made easy. This tool blends the best of the digital world with personalised makeup solutions. Say goodbye to guesswork and hello to your flawless match!

Estée Lauder

Estée Lauder launched a CGI-focused ad campaign for their Advanced Night Repair serum, using intricate CGI to illustrate the serum’s impact on a cellular level. The result? A futuristic and digitally-enhanced depiction of the product’s effects on the skin. Hello stunning, scientific skincare.

Rihanna’s Fenty Beauty x Roblox

Rihanna’s Fenty Beauty have launched an interactive experience on Roblox, allowing users to explore the brand’s stories and ingredients through activities like scavenger hunts and mazes. Players can customize the Fenty Gloss Bomb and submit their creations for a chance to inspire a future product, with Rihanna selecting the winner. The experience ran from June 30 to July 30 last year, attracting over 373,000 visitors. This initiative aimed to engage younger audiences and introduce them to the brand in a fun, interactive way.

Garnier’s Use of AI for Personalised Skincare

Garnier has launched an innovative virtual skin diagnostic tool that harnesses AI to analyse users’ skin conditions from a simple selfie. This game-changing technology offers personalised skincare recommendations tailored to each individual’s unique needs. With a robust database of 15,000 faces, Garnier ensures that everyone, regardless of age or race, receives powerful, tailored solutions for their skincare journey.

Ritual

Ritual, known for its clean vitamins, uses an interactive digital experience on its website to show where each ingredient is sourced. Taking transparency to a new level, the ‘traceable’ multivitamin experience allows consumers to click through each component virtually. Ritual’s use of tech provides an engaging way to explore the product benefits and ingredient origins. It’s about more than vitamins; it’s about knowing your wellness journey inside out.

Dove’s Real Beauty in the Virtual World

Research by Dove, in collaboration with Women in Games and CAR, shows that unrealistic beauty standards in gaming leave many girls feeling sidelined. A strong 74% wish more female characters reflected real women, while 62% of women report feeling misrepresented. Dove’s Real Virtual Beauty campaign is tackling this head-on, helping to better reflect real-life beauty in a virtual world.

Transforming Beauty, One Brand at a Time

We’ve given Boots beauty brands a makeover, launched full-scale targeted campaigns for PZ Cussons, and inspired solidarity in sisterhood for Sunsilk. From AI and VR-powered racing games with Dell to bringing Westminster’s cultural pulse to teens for City Lions and hybrid production for John Frieda blending CGI with live production, we’ve crafted bold, immersive experiences that are redefining engagement. Now, we’re ready to help health and beauty brands step into the future, embracing technology and creativity to make every touchpoint shine.

Ready when you are

Experts in brand strategy and creative content production. Purpose-built to match the pace of modern marketing, we have specialists at every step of your journey. Our joined-up approach means no opportunity is ever missed to do better, work smarter and achieve more for your brand than ever before.

Find out how we can help you elevate your brand. Get in touch. 

 

This blog is based on research from Foresight Factory: What is virtual beauty and The Digital Beauty Counter