Modiface and youcam, the app developer of virtual trial make-up, have spread AR technology, making virtual trial make-up popular, but independent brands are still lagging behind in this technology.
Katz predicts that virtual make-up testing tools will become necessary, not just "useless". "Customers want to have the opportunity to play digital games, whether it's choosing the color of their hair, trying lipstick or trying different applications," she said
Of course, many digital testing tools are not completely accurate, but Katz thinks it is not necessary to be accurate. "I don't think consumers care whether the tools you give her this year are the best, but you need to stand at the forefront of these tools, and I think smaller brands need to increase investment in this area."