The Impact of Virtual Try-On Tools for Beauty Products on Consumer Behavior: A Segmentation Study

Anna Zarkada (), Suzanne Barakat () and Yioula Melanthiou ()
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Anna Zarkada: Cyprus University of Technology
Suzanne Barakat: University of Salford
Yioula Melanthiou: Cyprus University of Technology

A chapter in Empowering Digital Transformation, 2025, pp 104-121 from Springer

Abstract: Abstract We present the characteristics of Virtual try-on tools (VTOs) with an emphasis on digital mirrors used by the beauty industry and review the extant knowledge on the mechanism by which they influence consumer behavior. We utilize a quasi-experimental empirical research design through which 221 self-identified as female participants tested the VTO of a luxury makeup brand and then completed a survey of their socio-demographics, attitudes, and behaviors. Two segments emerge, the hedonic enthusiasts and the utility-focused consumers. Their characteristics are analyzed, and the insights are utilized to draw recommendations for marketers in the beauty industry. This is one of the first studies of how VTOs influence consumer behavior in the beauty industry and the first attempt at segmenting their users.

Keywords: Virtual try-ons; digital mirror; augmented reality; market segmentation; consumer behavior; beauty products (search for similar items in EconPapers)
Date: 2025
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Persistent link: https://EconPapers.repec.org/RePEc:spr:prbchp:978-3-031-96930-0_7

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DOI: 10.1007/978-3-031-96930-0_7

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