Innovation: Mary Kay Apps Give Customers Virtual Makeovers

As direct selling companies continue to look for ways to leverage growing technology to create unique customer experiences while building loyalty, virtual reality and augmented reality are among the hottest trends.

According to a Statista report, the augmented reality and virtual reality market are scheduled to reach $72.8 billion by 2024, compared to roughly $12 billion in 2020.

Mary Kay’s Skin Analyzer and Mirror Me Apps use augmented reality and filters to give customers a real-time virtual makeover. With the Mirror Me App, they can try hundreds of preset color combinations or makeup artist looks for eyeshadow, lipstick, foundation, eyeliner and other products. Customers can virtually test out various colors, products and looks to see what they look like on their face before they buy, creating a fun, personalized and interactive experience. They can even save and share looks they create on social media or text them to friends. Customers or Mary Kay Beauty Consultants can use the rear-facing camera on friends to accurately place makeup on different parts of the face, allowing them to be makeup artists on the go.

“Use our twist-on augmented reality to find your most fabulous face from the comfort of your couch or on the go by swiping through countless color combinations on your face, eyes and lips,” the app description says. “The Mary Kay Mirror Me App uses your phone’s camera to apply makeup trends and color products the same way they look in real life—no mess made and no photo upload necessary!”

After customers find specific products they like, they can add them to the in-app shopping bag or share what they like with their Beauty Consultant. Looks and creations can be saved or altered for future purchases.

The Mary Kay Skin Analyzer App helps customers better understand their skin and which products might be best for them. A phone’s camera scans the face using facial skin recommendation technology. The app uses augmented reality to analyze categories such as uneven skin type and tone, skin texture, under eye appearance and wrinkles. Customers can tap each category for more details and recommended products based on their skin analysis.

The “Your Regime” section shows a customized product recommendation, and like the Mirror Me App, results from the analysis can be shared with a Beauty Consultant for further guidance. Customers can continue to the Mirror Me App to see what the recommended products look like on their face. Products can also be added to the virtual shopping bag for a complete product testing and buying experience. Different colors can be swapped out later.