Is still life the past? Our experience suggests otherwise, innovation breathes new life into cosmetics and makes them more real. Here is what we at Studio Concept, an agency specialising in marketing services for cosmetics, think about it.
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What is Phygital and how it is revolutionising the consumer experience
Physical and Digital connect the virtual and real worlds to create a new dimension, this is the essence of Reality 3.0. The technologies are those that go beyond the concept of IoT, the reality goes beyond simple smart devices.
A new vision of marketing is born, stores that previously feared e-commerce are now reborn under the banner of continuity of experience. The customer chooses on the online brand store, is oriented towards a product category and can decide whether to buy them directly or try them out in the physical store.
The reality of the point of sale is the real strong point, the customer finds a technology to welcome him/her that can guarantee a virtual trial of the product but also much more.
The Integration of Augmented Reality in Phygital Strategies
After at least a couple of decades, we find ourselves confirming that the Matrix, at least in form, was right. AI, but also impressive data transmission speeds, are the technological basis that has enabled giant leaps forward.
Test booths suggest combinations, transmit data for re-stocking and update product availability in real time. Via physical screens or a handy App for smartphones, it is now enough to frame the product with the camera and shopping becomes personalised.
The impact is pure WoW, the substance in the Phygital approach is even more powerful. Using augmented reality is the strategy to catalyse the attention so that the customer focuses on the product and begins to experience it even before the purchase.
Hybrid experiences to try out cosmetic products
Virtual and real intertwine, this is how golden opportunities are created for the beauty industry. It is no coincidence that the big names in cosmetics have seized the opportunities of the Phygical revolution. The customer interacts with the product, finally in a real way.
The experience of the past, the one in the physical stores of yesteryear, was perhaps less real than it is today. The interaction between AI and augmented reality creates greater awareness in the customer, resulting in a richer evaluation.
The target audience does not just try the cosmetic in virtual mode, the experience in the physical store leads them to better grasp the olfactory and tactile information. A more informed customer gains product awareness, the result is satisfying.
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Successful case studies in the cosmetics sector
The names could be really varied, there are now many who have grasped the value of innovation in beauty retail. Sephora is just one example, the brand has focused on virtual testing of collections in AR.
The mobile application has allowed the cosmetics brand an integrated approach with the online store, thus creating a thread linking online and physical store shopping. There is a handy digital wish list, the customer can take it with them into the store and continue their shopping experience.
Engagement increases, a recent McKinsey report speaks of a 23% increase in loyalty. Revolutionizing the sale cancels the friction between the physical and online market, the quality experience wins.
Benefits of Phygital experiences for cosmetics brands
Innovation is a benefit for companies, not only for the customer. The pandemic experience has taught cosmetics companies how innovations in technology can represent a friendly breakthrough for the beauty industry. A new business concept is born.
Phygital takes beauty to a higher level, the customer can delve deeper into the strengths of the brand and is thus able to make a more informed choice. If packaging used to be the shelf appeal of the store, now it is its information that makes the difference.
The product communicates with the customer but also with the distribution chain, it provides data on the preferences of the moment. Conscious buying means a reduction in the return rate, but there is also much more.
Implementation of Phygital Strategies in Cosmetic Marketing
The potential of image is combined with interaction with sound and space, resulting in an immersive experience precisely because it is more real. It is not enough to concentrate technologies, a concrete design vision is needed, but above all one that is attentive to beauty.
Now more than ever, cosmetics are called upon to dialogue with the visual arts. Photography moves to the level of artistic representation of reality, the art of light is also called upon to render its effects in a more adaptive context.
Tools such as AI and AR recreate the celluloid charm of a 35 mm, interpret it to adapt it to a new marketing. What remains? There is the desire to engage the customer in a quality experience, the very thing that has always worked.
