For beauty brands, which depend on consumers testing lipsticks and mascaras by applying them directly to their face, the notion of a contactless, socially distant future presents immediate obstacles.
It’s not like the pandemic hasn’t brought a bundle of new challenges for the industry already. With store closures and fewer people concerned about wearing makeup in quarantine, Estée Lauder Companies reported that sales were down 11% during the first quarter of 2020. L’Oréal experienced a 4.3% decline.
Thankfully, beauty brands have been experimenting with digital alternatives for the past few years. Their current task is to make these efforts the primary way customers sample products prior to purchase.
So far, things are off to a promising start. Since the Covid-19 outbreak, Ulta Beauty’s virtual try-on tool GLAMlab, which the retailer debuted in 2016, has seen five times more…