Analyzing the impact of Augmented Reality (AR) integration on consumer engagement within the Cosmetic Industry
Bystrova, Iana (2025)
2025
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2025052214795
https://urn.fi/URN:NBN:fi:amk-2025052214795
Tiivistelmä
Augmented reality technologies are increasingly becoming part of the digital consumer experience in the beauty industry. Although this technology is widely used in the cosmetics industry, in particular for virtual try-on of products, it is necessary to understand how such technologies can influence consumer behavior when buying, as well as to what extent they can influence their final choice. The goal was to study the relationship between augmented reality technologies and customer behavior when choosing cosmetics online, as well as to study the factors affecting consumer trust and involvement.
The main research approach was a qualitative one. The data were collected through semi-structured interviews with six respondents, in which during the interview they were offered to use the virtual service for trying on cosmetic products from the L'Oreal Paris brand, and then all participants had the opportunity to share their impressions of using this service. Subsequently, all interviews were manually transcribed, and also analyzed using the thematic method.
The main results reflected different points of view, respondents left both positive feedback on the use of the technology, and directly expressed skepticism and mistrust of the service. Participants often doubted the realism of the images and expressed preference for a more traditional selection of cosmetics in offline stores, although they still noted that this tool could serve as an aid in selecting the desired products. Thus, the main topics raised during this study were the realism of visualization, the level of trust in digital technology, as well as personalization and ease of use.
The results showed that augmented reality technologies can positively affect customer engagement in the purchasing process, but at the moment they cannot be a complete alternative to offline shopping. The importance of further development and increasing the level of personalization was emphasized for the further development of the potential of augmented reality technology in the cosmetics industry.
The main research approach was a qualitative one. The data were collected through semi-structured interviews with six respondents, in which during the interview they were offered to use the virtual service for trying on cosmetic products from the L'Oreal Paris brand, and then all participants had the opportunity to share their impressions of using this service. Subsequently, all interviews were manually transcribed, and also analyzed using the thematic method.
The main results reflected different points of view, respondents left both positive feedback on the use of the technology, and directly expressed skepticism and mistrust of the service. Participants often doubted the realism of the images and expressed preference for a more traditional selection of cosmetics in offline stores, although they still noted that this tool could serve as an aid in selecting the desired products. Thus, the main topics raised during this study were the realism of visualization, the level of trust in digital technology, as well as personalization and ease of use.
The results showed that augmented reality technologies can positively affect customer engagement in the purchasing process, but at the moment they cannot be a complete alternative to offline shopping. The importance of further development and increasing the level of personalization was emphasized for the further development of the potential of augmented reality technology in the cosmetics industry.