AR filters: A digital shake-up of make-up

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  Quantumrun Foresight
• March 17, 2022

Insight summary

Augmented reality (AR) is transforming the beauty technology industry, creating a seamless customer journey that mirrors the in-store experience across various platforms, including online shopping, social media, and gaming. By utilizing AR filters and virtual "try-on" applications, beauty brands are enhancing user engagement, personalizing product recommendations, and even venturing into the gaming sector, reaching new demographics. These developments are leading to stronger customer loyalty, more efficient shopping processes, new growth avenues, and potential shifts in regulations, labor demands, and environmental considerations within the industry.

AR filters context

As the beauty technology industry continues to evolve, AR is at the forefront of the transformation. Beauty tech has become crucial in the retail and e-commerce sector because it delivers an omnichannel experience, greatly enhances user engagement, and its data personalization and suggestions allow brands to learn and serve customers even better than before.

Beauty filters are automated photo editing tools that identify and modify facial characteristics. These filters utilize computer vision to interpret what the camera sees and changes the output according to guidelines specified by the filter's designer. Once a face is detected, a topographic mesh produced by an invisible facial template is overlayed that comprises hundreds of dots. Thereafter, an assortment of imaginative visuals may be attached to the mesh. The results can range from changing a person's eye color to altering the shape and size of facial features.

Social media platforms and some video conferencing apps include AR filters that allow users to alter their physical appearance in photographs and videos. While some filters may radically alter the user's appearance, others imitate the effects of cosmetics, coloring and contouring the face to improve its attractiveness. Beauty brands, such as Redken, Mac, Avon, and Maybelline, have also forayed into the digital realm and offer virtual "try-on" AR applications, which save time and money for people wanting to match items to their skin tone when purchasing online. L’Oreal, meanwhile, has developed a line of digital-only cosmetic solutions.

Disruptive impact

By extending the digital beauty experience to online platforms, social media, mobile applications, and even gaming, companies are creating a seamless customer journey that reflects the in-store experience. This trend can enhance productivity and efficiency for beauty companies, allowing them to reach a wider audience and adapt to shifts in consumer behavior. Governments and regulatory bodies may need to consider new guidelines and standards to ensure that these technologies are used responsibly and ethically.

The entrance of beauty firms into the gaming and esports sector is a significant shift that opens new avenues for growth. By offering customizable avatars and marketplaces for in-game purchases, companies are tapping into a demographic that has not traditionally been the focus of the beauty industry. This approach not only diversifies revenue streams but also fosters a more inclusive environment that recognizes the interests and needs of women and girls in gaming. Educational institutions may need to adapt their curricula to prepare future professionals for these emerging intersections between beauty, technology, and gaming.

Lastly, the omnichannel approach to digital beauty is likely to have long-term implications for how businesses operate and interact with customers. By ensuring consistency across all customer touchpoints, companies are building stronger brand loyalty and enhancing customer satisfaction. This trend also encourages collaboration between different sectors, such as technology, retail, and entertainment, leading to a more interconnected and responsive market landscape.

Implications of AR filters

Wider implications of AR filters may include:

• Selling the latest beauty products through digital platforms, leading to stronger customer loyalty and better conversion rates, as companies can offer a more personalized and interactive shopping experience.


• Allowing consumers to experiment quickly with virtual tester products, leading to a more hygienic and efficient shopping process, especially during times when physical testing is not feasible or safe.


• Enabling beauty brands to personalize product recommendations through tools like skin diagnostic scanners, leading to increased sales from individual consumers by offering tailored advice and matching products to specific skin tones.


• Re-creating the in-store shopping experience through virtual consultations and try-ons, leading to sustained customer engagement even when in-person shopping is restricted or less appealing.


• The integration of beauty technologies into gaming and other non-traditional platforms, leading to a broader demographic appeal and new revenue streams, particularly among younger audiences and those not typically targeted by the beauty industry.


• Governments crafting regulations to oversee the ethical use of digital beauty technologies, leading to standardized practices and increased consumer protection, especially concerning data privacy and misleading advertising.


• A shift in labor demands within the beauty industry, leading to a need for professionals skilled in technology, digital marketing, and virtual customer service.


• The potential reduction in physical product waste, leading to a more environmentally conscious approach as consumers can virtually try products before purchasing, minimizing returns and unnecessary production.


• The democratization of high-end beauty experiences, leading to greater accessibility for consumers in remote or underserved areas, as virtual tools and platforms can provide services typically limited to urban or affluent locations.

Question to consider

• Do you think face filters are great for self-expression or does the trend have the potential to trigger body dysmorphia?


• Do you think that the digital application of make-up is useful, and would you consider using face filters when shopping for cosmetics?