One of the most critical components of a great marketing campaign is knowing how to incorporate technology. Customers can quickly spot outdated information or tactics. They want the latest tools and tricks so their experience is seamless and inviting.
Today’s marketing campaigns integrate immersive experiences and automation so users don’t have to think twice about what they’re purchasing. They want to feel like a brand has considered their personal tastes and interests. In fact, 71% of consumers expect brands to provide personalized interactions, and 76% become frustrated when they don’t.
Consumers also want digital experiences. They want to be dazzled — and from the comfort of their smartphones. That's why blending digital transformation with personalization is taking over the marketplace and has driven marketing campaigns over the last year.
Accelerating Digital Transformation: Navigating the New Normal
Digital transformation is taking over nearly every industry, and the beauty and fashion world is no exception. Brands must remain dedicated to keeping up with the increasingly accelerated pace, embracing technology, and getting creative with its use.
Integrating artificial intelligence (AI) and augmented reality (AR) technologies create more interactive, engaging experiences with audiences. The latest digital marketing campaigns now prioritize these technologies to help personalize content and connect with consumers more meaningfully. With the right technology, customers can see what they’d look like in a dress or find a better skincare product based on their skin type.
How do these technologies impact beauty and fashion brands? Below are some prominent examples in the industry of how businesses can improve their digital marketing campaigns.
1. Bondi Sands
image source: Bondi Sands
Technocolor from Bondi Sands offers an impressive use case. The brand integrates the latest AR virtual try-on tech from Perfect Corp. to personalize and streamline the shopping experience for the brand’s innovative self-tanning products.
The product range offers four shades to match every skin tone, giving users a better, more personal tanning experience. All users have to do is navigate to a product page and select “try-on” to visualize the product results in real-time. This allows customers to feel more engaged and confident in their purchasing decision.
Many furniture brands now use advanced technology to help people visualize what their home spaces could become. IKEA offers IKEA Place so users can see what furniture would actually look like in their living rooms.
The IKEA Place app relies on AR technology, allowing customers to overlay images of their real home with potential furniture. Users love being able to visualize the final result before making a purchase. They can experiment with their existing furniture and determine if a product suits their needs.
3. Vogue x Snapchat
image source: Vogue x Snapchat: Redefining the Body
Vogue x Snapchat: Redefining the Body is an exhibition and collaboration between Vogue and Snapchat. It aims to redefine what Fashion Week looks like, using AR tech to open up experiences to online viewers and make the fashion fun more accessible.
Six leading fashion brands, including Versace and Dior, participated in the exhibition. The digital experience uses Snapchat’s AR features, allowing users to experiment with fashion looks using Snapchat’s virtual try-on technology.
4. Charlotte Tilbury
Charlotte Tilbury Beauty also uses digital tools to improve the user experience. The brand created what it called a Pillow Talk Virtual Party to harness augmented and virtual technology, creating a “volumetric” video experience.
Charlotte Tilbury herself first welcomes users in the video, then guides them through an immersive world to browse the brand’s many skincare and beauty products. This virtual party is modern digital marketing at its finest, creating an exciting purchasing journey for customers.
5. La Maison Valmont
One prominent leader in skincare personalization is La Maison Valmont. The brand helps users uncover what their skin needs most with a fast and easy digital skin analysis. Customers simply use their smartphone’s camera to harness AI with a real-time scan of their skin.
This unique skincare analysis helps customers discover personal recommendations for optimal skincare. Perfect Corp.’s dermatologist-verified technology powers the analysis and helps customers get instant feedback on the state of their skin.
6. HBO Max
Media companies are also using AR techniques to engage consumers with their content. HBO Max partnered with Snapchat so users could interact with their favorite characters and settings.
image source: HBO Max
Fans can use an app to overlay images from the TV show House of the Dragon on their selfies. Snapchat users can see what they look like as a dragon and become immersed in the world of Game of Thrones. These kinds of digital experiences encourage people to talk and share, which helps the brand further stand out from competitors and attract more users.
7. Sally Hansen
One challenge beauty shoppers face is knowing what the final result of a purchase will look like. This is especially true when shopping for a new nail color.
Sally Hansen addresses this problem with a simple digital solution. The brand offers a virtual try-on experience so users can see what their nails will look like when wearing various nail color shades. The AR experience creates an accessible, engaging way for customers to interact with products and find their perfect match. Perfect Corp.’s AI virtual try-on technology for nail color powered this innovative retail experience, providing hyper-realistic nail color try-ons and contributing to increased digital engagement and sales.
Improving Digital Experiences with Perfect Corp.
Beauty and fashion brands worldwide are staying ahead of the curve with AI and AR technology. These solutions improve the entire digital experience so customers can interact with products, receive personalized recommendations, and have fun while doing it. Today’s consumers expect convenient, engaging and fun retail shopping journeys. That’s why Perfect Corp. helps brands and retailers harness AR and AI to provide better digital experiences to customers. Use the latest tools to simplify shopping experiences and improve digital marketing.