Leading data and analysis company, GlobalData reports growing popularity in virtual try-on (VTO) platforms in the make-up sector. VTO technology utilizes artificial intelligence (AI) and augmented reality (AR) to provide unique try-on experiences to improve consumer purchasing confidence. 
 
GlobalData consumer analysis Naveed Khan commented: “Consumers are seeking innovative experiences in their product purchasing journey, and technological advancements like VTO are aiding their cause. Moreover, online purchasing occasions have increased among consumers since the start of the COVID-19 pandemic, which is continuing even now when there are no restrictions on mobility.”
 
An accelerated introduction of VTO platforms helps eliminate consumer dissatisfaction and offers a broader view of products and possibilities. VTO offers an ease of convenience that has been well received by a wider consumer base across geographies and developed economies, GlobalData reports. 
 
In the 2023 Q4 Consumer Surveys, 45% of respondents in the U.S. and 27% of respondents in the UK stated they are likely to purchase makeup products online if they can virtually visualize products before buying them. 
 
Khan reports that major companies such as Google and Walmart have introduced VTO platforms. Walmart and Perfect Corp have partnered with a new VTO feature on Walmart’s iOS mobile app. Google launched AR beauty ads with interactive try-on features for beauty brands such as Pat McGrath Labs to market products. 
 
“With more consumers seeking innovative ways to shop, the demand for products offering advanced technological solutions, especially online, will increase further. Manufacturers must constantly innovate and develop solutions that improve the consumer purchasing experience to stay ahead of the competition. With a large consumer base of smartphone users, VTO will play an increasingly important role in engaging and marketing to consumers,” Khan concluded. 

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