{"id":111884,"date":"2019-10-31T10:34:50","date_gmt":"2019-10-31T10:34:50","guid":{"rendered":"https:\/\/staging.wingify.com\/blog\/cosmetics-customer-experience\/"},"modified":"2026-09-03T14:40:26","modified_gmt":"2026-09-03T09:10:26","slug":"cosmetics-customer-experience","status":"publish","type":"post","link":"https:\/\/wingify.com\/blog\/cosmetics-customer-experience\/","title":{"rendered":"Cosmetics: The Future of the Customer Experience"},"content":{"rendered":"

A recent study by Orbis Research projects that the global cosmetics market<\/a> will reach 805.61 billion dollars by 2023.<\/p>\n

That\u2019s a huge potential for beauty brands to tap into.<\/strong><\/p>\n

It also begs the question – by 2023, what will shoppers expect these brands to deliver? What does the future of the digital customer experience look like?<\/em><\/p>\n

What\u2019s Working Today<\/h2>\n

To figure out what might work tomorrow, it\u2019s best to start with what\u2019s working well today.<\/p>\n

To that end, here are a few of our most successful tests from our clients in the cosmetics industry.<\/p>\n

Freebies<\/strong><\/h3>\n

Many of the brands we work with have experienced big gains through better showcasing freebies – whether it\u2019s a complimentary gift, free shipping or a discount.<\/p>\n

Let\u2019s take the iconic beauty brand, Sephora. They ran a test on their Portuguese website in which they added a progress bar<\/strong> to their basket pages and pop-ins, indicating how much more a shopper would need to spend before getting free shipping. This little nudge definitely motivated their audience! Average order value shot up by 8%<\/strong>, with 16% more clicks to \u2018Continue to Purchase\u2019.<\/p>\n

This jives well with one of our recent studies on e-commerce personalization<\/a>, that found that free shipping was absolutely essential to the online shopping experience.<\/p>\n

\"Sephora<\/p>\n

Kiehl\u2019s ran a similar test on their French site, with equally impressive results. By adding a progress bar showing how much more a shopper needed to spend to get a free gift<\/strong>, they increased revenue by 31%.<\/p>\n

\"Kiehl's<\/p>\n

Still not convinced? Check out this example from Urban Decay. By simply pushing a banner on their basket pages showing how much more shoppers needed to spend before getting a discount, they increased their revenue by 7%<\/strong> during the duration of the test.<\/p>\n

\"Urban<\/p>\n

Social Proof<\/strong><\/h3>\n

Along with gifts, discounts and free shipping, the use of social proof messaging<\/strong> is especially powerful when it comes to cosmetics. After all, there\u2019s a big element of \u2018following the herd\u2019 when it comes to beauty products. If 100 other people bought this mascara in the past hour, it couldn\u2019t possibly be clumpy! If 130 people are looking at this bright red lipstick, it must be flattering.\u00a0<\/em><\/p>\n

NYX Professional Makeup put this idea to the test – and doubled their transactions.<\/p>\n

\"NYX<\/p>\n

Emerging Trends<\/h2>\n

Virtual Try-Ons<\/strong><\/h3>\n

The flip side of the \u2018social proof\u2019 coin is the idea of personalization<\/a>. Yes, consumers want to be \u2018in vogue\u2019, and knowing what their peers are shopping for can stimulate trends and reassure browsers. But beauty products are also extremely personal<\/strong> <\/em>items. They tap into our feeling of being unique, of our desire to express ourselves. Of the thousands of shades of red lipstick, shoppers want to find the one<\/em> that will look the best on them.<\/p>\n

Virtual try-ons – the ability to use AR technology to simulate what a particular cosmetic will look like on you – is a fast-emerging trend that addresses this need.<\/p>\n

\"Virtual
Source<\/a><\/figcaption><\/figure>\n

The allure of a virtual try-on is multifaceted: not only can you experiment with looks at home or on the go, you don\u2019t have to bother with endless cotton balls and makeup remover, like when you actually try them on physically in a store.<\/p>\n

YouTube is currently experimenting with their own AR beauty try-on capability:<\/p>\n

\u201cCalled AR Beauty Try-On, the feature is designed to be used in a split-screen experience while YouTube viewers watch the makeup tutorial. When available, the YouTube makeup review or tutorial video plays at the top of the screen, with a stream from your own front-facing camera below. Here, a YouTube viewer could access a palate of colors \u2014 like new lipstick shades, for example \u2014 and tap to apply them to their own face while the video plays above.\u201d TechCrunch<\/a><\/em><\/p><\/blockquote>\n

\"Youtube
Source<\/a><\/figcaption><\/figure>\n

Virtual try-ons continue to blur the lines between the physical and digital<\/strong>, in-store and online customer experiences, offering more flexibility, personalization and \u2018on-demand\u2019 experiences for consumers.<\/span><\/p>\n

Beauty Tech<\/b><\/p>\n

\u201cAccording to Jean-Paul Agon, president and CEO of L\u2019Or\u00e9al, the impact of new technologies, AI and the consumer experience will be stronger within the beauty industry than in any other consumer sector.\u201d Peclers Paris<\/a><\/em><\/p><\/blockquote>\n

Many beauty brands already harness the notion of \u2018science\u2019 to legitimize and empower their products. Now, they\u2019re going a step further to innovate technology that addresses their customers\u2019 pain points.<\/p>\n

Neutrogena, for example, showcased their \u2018Mask ID\u2019 at this year\u2019s CES event. After you scan your facial skin in order to have an in-depth understanding of your skin type, Neutrogena then sends you your hyper-personalized<\/a> mask.<\/p>\n

\"Neutrogena
Source<\/a><\/figcaption><\/figure>\n

CareOS even taps into the realm of fairytale with their smart (magic?) mirror. The aim? \u201cHelp people meet their personal health and wellness goals, experiment with new products and practices.\u201d<\/p>\n

Takeaway<\/h2>\n

The cosmetics industry is booming, and is only slated to grow. Beauty brands are already improving the customer experience – and business results – through freebies, social proof messaging and other tried-and-true tactics. For these brands, the future of customer experience will be based on even more novel ways to personalize the user experience, harness emerging technology and blur the lines between physical and digital experiences.<\/p>\n

Want more tips and experimentation ideas? Download our beauty book<\/a> based on our client success stories.<\/strong><\/p>\n","protected":false},"excerpt":{"rendered":"

The cosmetics industry is booming. Check out the tactics working now for our clients, and what the future of CX holds for beauty brands.<\/p>\n","protected":false},"author":1454,"featured_media":115786,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"post_read_time":0,"footnotes":""},"categories":[10832],"tags":[10811],"feature":[],"industry-type":[],"product":[],"role":[],"region":[],"class_list":["post-111884","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-user-experience","tag-marketing-tips"],"acf":[],"yoast_head":"\nCosmetics: The Future of the Customer Experience - Wingify Blog<\/title>\n<meta name=\"description\" content=\"The cosmetics industry is booming. 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