Smith said that, whether a person is shopping in-store, on desktop or on their mobile device, their identity goes with them therefore, AR has the ability to link a person’s online activity with their in-store activity and vice versa. But what AR can deliver is that you can shop similarly online to the way you would in-store.” Smith also said there is the potential for AR to replicate the social-shopping experience, meaning AR could provide a way for people to share makeup looks with friends in real-time when they can’t shop together. “You weren’t shopping the same way you were in-store because that was focused on discovery.
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“Traditionally, online beauty shopping was for replenishment if you were looking for a specific product,” said Smith. Considering that the elimination of product testers in a post-coronavirus era is a likely outcome, being able to try on products virtually, both in an in-store environment and online, is more important than ever. From 2016-2018, Sephora‘s Virtual Artist app drove 200 million try-ons of shades over the course of more than 8.5 million visits. L’Oréal’s ModiFace AR has helped double website engagement time and triple conversion, according to The Drum. Other makeup companies and retailers have demonstrated success with online AR features. MAC was highlighted in Estée Lauder Companies’ third-quarter earnings call on May 1 for the successful digital launch of its Selena collection, which sold out in two days and was the brand’s biggest collection to-date in terms of sales. Ojo declined to state what percentage of MAC sales were from e-commerce, but said the brand experienced a “strong surge” in its global online business over the last fiscal quarter and is seeing a recovery in China. AR also helps reduce returns by a percentage that mirrors increases in conversion. Linda Smith, founder and CEO of FaceCake Marketing Technologies, a company that creates AR online and in-store experiences for brands like Nars and Physicians Formula, said that heritage clients of FaceCake on average experience a 350% to 400% increase in monthly conversion and online basket size when adding an AR tool, while indie brands can experience a more than 400% boost in conversion but only a 50% increase in basket size, likely because they are less well-known. “However, it’s the digital-first brands that are best positioned to win in this new environment, which requires us to find new ways to virtually connect with consumers while they are socially distancing at home.”Īccording to a 2017 report from Spot Studio, online shopping conversion rates hover between 2% and 4%, compared to physical retail at 20% and 40%. “Although Covid-19 has significantly impacted the beauty industry, makeup continues to play an important role in many people’s lives as part of their desire to look and feel their best,” said Ukonwa Ojo, MAC Cosmetics global CMO and svp. The company is hoping its AR-play will be used as an omnichannel tool moving forward.
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all ages, all races, all genders, always.MAC’s AR try-on tool comes at a time when shopping habits and the retail environment continues to change post-coronavirus shutdowns. With an all-inclusive spectrum of undertones and shades, MAC foundation & concealer is formulated for all faces. It comes in over 40 buildable, velvety matte foundation shades and liquid foundation formulas.
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The brand’s cult-fave foundation is Studio Fix Powder Plus Foundation, a longwear foundation that launched in the early ‘90s. Because inclusion and diversity is what it’s all about. MAC foundation makeup has shades for everyone. Known as the holy grail of setting sprays, vitamin-rich Prep + Prime Fix+ face mist sets and prolongs makeup, sheers out foundation, intensifies color and acts as a midday refresher-all in one spritz. The reason? It magically looks incredible on almost any person who wears it. Our most famous matte cherry red lipstick, Ruby Woo, is a global best-seller.
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MAC has the most-coveted lipstick lineup around, with creamy lipstick, Lipglass lip gloss, liquid lipstick, matte lipstick & nude lipsticks for everyone. From ultra-matte to high gloss, subtle to bold, MAC lipstick has a shade and texture for everyone.
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Their values of creativity, self-expression and artistry have made them a world leading–and most inclusive–makeup brand.Ī proud community of professional makeup artists, MAC is at the forefront of setting trends, collaborating with the stars of fashion, art, music and pop culture. The world’s leading professional makeup authority, MAC makeup is the original pop-culture beauty brand.