Other innovations, however, may take even longer. For example, 32% of respondents said that getting bespoke beauty solutions based on a customer's DNA will be adopted at scale over the next two years, and another 42% believe it'll happen with five years. Still, a significant number of beauty marketers (27%) said it might take even longer—10 years.
But it will get there. And based on how companies like Sephora and Ulta Beauty have struck a chord with their AR efforts, the technology will solve a clear pain point for consumers.
“Trying on lipstick is actually a pain, because you try on one color and then you wipe it off,” said Maya Mikhailov, co-founder and CMO of GPShopper, a Synchrony Financial solution, in a recent eMarketer report. (eMarketer PRO subscribers can access the full report here.)
“Not only do [the Ulta and Sephora apps] show you what different lipsticks can look like on you, but they actually use AR to teach you how to apply certain makeup trends, like highlighting, lowlighting and contours. It's a profoundly impactful tool, because you no longer have to go into the store,” she added.