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Benefit Cosmetics Launches New Augmented Reality Tool That Greatly Increased Conversion Rate

September 29, 2018: 12:00 AM EST
Benefit Cosmetics launched a browser-based augmented reality tool called Brow Try-On, now live in 40 markets, which caused an 80 percent increase in conversion rate. This performance echoes a 2016 study by Poshly and Perfect365 which found that 78% of millennial women would be more inclined to purchase makeup online if they could first virtually try it on. Vice president of global digital, Cindy Shen, claims that previous augmented reality tools produced poor results which prompted the company to collaborate with facial mapping technology expert Modiface. Brows play a key role in the Benefit brand – it claims to be the #1 brow brand globally - and the company is expected to achieve $600 million in sales of brow products and services in 2018. More than one million visitors have tried the tool, which can create different brow styles on customers' faces via a live 3D option.[Image Credit: © Benefit Cosmetics LLC]
"Benefit Cosmetics Boosts Conversion Rate with Launch of Virtual Makeover Tool", Blush Digital, September 29, 2018, © Blush Digital Co.
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