Customising cosmetics
The Watsons flagship store has launched virtual beauty app YouCam Makeup in consultation mode to provide customers with a responsive and intuitive technological platform.
The app, which is owned by Perfect Corporation, aims to bring beauty and modern engineering together through the app via the customisation mode to create forward-thinking beauty platforms that encourage interactions, engagement and loyalty.
In consultation mode, the app invites passersby to sample over 30 different products ranging from well-known brands including MaxFactor, Maybelline, and Kate Cosmetics.
The virtual app encourages customers to go over to make up counter, before having the opportunity to select a variety of styles and colours.
Embracing augmented reality
Perfect has incorporated augmented reality (AR) into YouCam Makeup’s app to enable customers to “experience true-to-life effects in real-time”, the brand states.
As customer service leans towards the digital stratosphere, brands now have the opportunity to increase appeal and sales capabilities through showcasing their range of beauty products and features virtually, increasing convenience and experiential shopping for customers.
“We are delighted to announce our new partnership with Watsons Shanghai, bringing virtual makeup tryouts from YouCam Makeup to their shopping experience,” said Alice Chang, CEO, Perfect Corp.
“Our app’s Consultation Mode transforms the in-store product discovery and selection process, resulting in far higher customer satisfaction by increasing confidence before making a purchase,” Chang went on to say.
Online and offline combined
As Euromonitor International predicts ongoing healthy growth in China, Shanghai - its largest city - is turning towards digitally enhancing the shopping experience and the way consumers buy beauty products to maximise success rates.
It reported how increasingly, manufacturers in China are seeking online distribution methods to remain competitive in a growing market. In addition, the marketplace is now seeing domestic retailers hot on the toes of historically-dominant multinational names.
As evolving habits within the beauty sector continue to focus on digital enhancements and customisation, apps such as YouCam Makeup not only combine online virtual capabilities with customisation modes, but they also encourage customers to physical stores through offering them the ‘try-before-you-buy’ convenience.
This business opportunity pairs customisation and digital developments. It also offers multiple benefits to consumers through experience and convenience for on-the-go shoppers with busy lifestyles.
“We strive to help brick-and-mortar retail partners leverage the latest AR technology to create unique and pleasant experiences for digitally-savvy consumers,” Chang concluded.