[Keye Network () News] Augmented Reality (Augmented Reality) technology, referred to as AR technology. The technology uses a computer or mobile phone camera to capture the image logo, superimposes the real environment and the virtual object, thereby realizing the coexistence and fusion of virtual and reality, and creating a surreal sensory experience for the user.
At present, AR technology has been applied in the fashion circle, and many cosmetic manufacturers have begun to introduce AR technology into their packaging (the packaging industry calls it interactive packaging design ) to enhance the consumer experience and stimulate their purchasing desire.
The value of AR technology for cosmetic packaging
1. Give users an interactive immersion experience
Interactive reality-based interactive packaging uses virtual and real-life scenarios and multi-sensory stimuli to give consumers a sense of engagement. Consumers only need to use the mobile phone camera to illuminate the logo on the package. By connecting, the text on the traditional packaging and a single picture can be transformed into a multi-dimensional presentation of sound, painting and shadow, allowing consumers to move from “imaginary imaginationâ€. The “real experienceâ€, such a fun, clear and persuasive package gives consumers a sensory experience that transcends reality, and the buying process becomes more interesting.
2. Innovative business model
After applying AR technology, consumers can not only obtain more product information by shooting cosmetic packaging with a mobile phone camera, but also can directly call the manufacturer for consultation, and share the cosmetics to Weibo, WeChat, and even purchase. Therefore, the AR technology based on the pictures, characters and other features on the packaging is more suitable for the expansion of cosmetic information, and is more conducive to the combination of online and offline sales. It is a brand new business model.
Applications
When consumers come into contact with cosmetics, the first thing they touch is their packaging, and the information and brand image of the cosmetics are obtained through the information loaded by the packaging. However, whether consumers ultimately buy cosmetics depends on the live experience that the cosmetics themselves bring to consumers. Many consumers who come to the cosmetics store will have such feelings: "The color of the lipstick on the package is very good, but I don't know what effect I have after using it?" "The sample has been tried by many people, I don't want to touch it" . It can be seen that consumers prefer to see the virtual makeup effect of the entire face without actually applying the product.
Case 1: Japan Shiseido Mirai Makeup Mirror
Shiseido launched the Mirai makeup mirror, and AR technology was first applied to the cosmetics industry. The Mirai Makeup Mirror recognizes moving faces and presents the effects of the consumer's makeup.
Case 2: ModiFace Virtual Makeup Mirror
The Canadian-based augmented reality beauty business startup ModiFace has further improved its technology and launched the ModiFace virtual makeup mirror. Consumers only need to point the cosmetic packaging to the computer camera on the mobile phone or the counter. The ModiFace virtual makeup mirror will display the effect of the consumer's trial of the cosmetic on the screen in real time, and can also present the same color test results in different colors. . When the customer moves, blinks or smiles, the makeup effect on the screen can also be perfectly synchronized with the expression of the consumer.
This virtual make-up mirror is more suitable for some beauty products, such as Allergan's development of Botox.
This is a neurotoxin protein that can be injected into the muscles of the human face to maintain smooth skin and prevent wrinkles. The boring text and the beautiful pictures on the traditional packaging are not very stimulating consumers' desire to buy. Using ModiFace Virtual Makeup Mirror This software simulates the effect of Botox on the face of potential users, allowing them to see their skin tightened and lustrous, which has increased the average sales of Allergan products by 31%. .
At the beginning of 2016, Amber Pacific's Lange also cooperated with ModiFace to launch the mobile mobile test app "LaneigeBeauty Mirror".
In addition to ModiFace, Image Metrics, PhotoMetria and other companies are also committed to the combination of AR technology and cosmetic packaging, greatly reducing the consumer's "impulse" purchase of cosmetics regret rate, enhance the consumer experience, and help consumers make the right purchase.
Case 3: Sephora test makeup "magic mirror"
It must be mentioned that another application of AR technology in the cosmetics industry and the success of LVMH's beauty retail chain Sephora. According to the "Mobile Business Daily" report, Sephora's makeup "Magic Mirror" not only can show consumers the 3D effect of cosmetic makeup, but also further display the product use tips. When a consumer scans a bar code or picture on a package with a mobile phone camera, the system displays the skill of the cosmetic or jumps to the official website of Sephora; when the consumer uses the camera of the mobile phone to align the face image of the founder on the package, The mobile phone will link to the product website and automatically play the story of the founder and the brand, leaving a deeper brand impression to the consumer.
For brand owners, the combination of AR technology and cosmetic packaging is a new way of packaging design in the future. For cosmetic packaging designers, it is possible to incorporate more design concepts through AR technology, inject more product information, and reduce the pressure of information expression in traditional packaging. Nowadays, domestic cosmetics brands have begun to pay attention to the importance of user experience. For example, Doraemon's customized version of Taobao APP's "Try Makeup Mirror" conforms to this development trend. It is foreseeable that the cosmetics packaging industry will usher in the application boom of AR technology in the future.
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