Customized virtual platform is boosting colour cosmetic sales

By Michelle Yeomans

- Last updated on GMT

Customized virtual platform is boosting colour cosmetic sales

Related tags Estée lauder Cosmetics

As consumers continue to invest in the most convenient regimes, particularly with beauty, intelligent imaging provider Taaz is working with colour cosmetic brands to offer customized solutions, which is in turn boosting their online sales.

The US based technology developer has teamed up with the likes of Estée Lauder, Laura Mercier, Revlon and Aveda to create virtual 'try-on' packages for consumers to sample the brand’s ranges in a premium and customized way that other platforms have yet to offer.

The fairly sophisticated technology works by allowing the consumer to upload a picture of themselves that they can quickly modify by trying out different makeup ranges and other beauty products from a brand they like, without having to leave their home.

"We're known for our realism, (perfectly understanding of color and finish) our accuracy, (perfectly representing the product on the photo) and the infinite combinations of looks that we can create without any additional photography," ​marketing manager Mike McHenry tells USA.

"This saves significant photography costs for retailers and brands allowing them to show products easily applied to photo images, increasing sales conversion and improving consumer engagement," ​he adds.

Depending on the preference of the colour cosmetics brand in regards to what type of package they want to offer a potential consumer, shoppers can also get advice on how best to use its' products and join forums to ask questions and get answers about do's and don'ts, techniques etc.

Customized packages for brands

McHenry gives further insight into the specific package it designed for Estée Lauder, which involves a 'let’s play makeover' widget that offers consumers the opportunity to try and test its' entire cosmetics line in establishing what works for them before buying online or in store.

"Not only can you switch up your look, but the site conveniently allows you to purchase whichever products you have used in your virtual makeover​," says McHenry.

The marketing manager also notes that as a result of using this personalized tool, brands are already seeing a significant sales increase, improved shopping cart size and increased user session time, than that of other online platforms they are involved in.

According to Estée Lauder's senior vice president of global marketing Elana Drell-Szyfer, the venture with Taaz enables them to "for the first time ever, educate customers on what product shades online will look like when applied at home. Users are able to see not only the color, but also the finish and coverage of each product on their face before making a purchase.”

Now working on a more lucrative tool...

According to McHenry, with the success of this tool, the company is now working on a new technology with several major brands and retailers. 

"Our newest technology, Taaz INFINITE, incorporates all of our developments but now allows you to create complete looks that may include accessories and apparel. But because of our client contractual agreements, we can't disclose too many details yet."

"So, its a case of watch this space," ​he concludes.

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