AI-powered makeup mirrors are driving consumers back to stores to avoid sense of ‘fakeness,’ new study finds

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A new study has found that digital makeup mirrors enhance a sense of “fakeness” and embarrassment and create a desire for the “real” in-store experience among consumers.

The report, co-authored by Bayes Business School and conducted between 2018-2022, has explored the psychological and sociological factors of the consumer experience when using Augmented Reality (AR) makeup technology; in particular the role that digital makeup mirrors play in enhancing people’s imagination and their perception of self.
The authors find that although individuals may feel comfortable wearing makeup when looking at themselves through a “real” mirror, the opposite …
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