Beauty Brands: The Good (and Bad) News About Immersive Experiences

Beauty Brands - Immersive Experiences

Let’s start with two recent beauty-industry statistics.

First, according to 2024 research published by web-analytics firm Capturly, the online cart abandonment rate for beauty products is 83%. That’s higher than any other industry examined in the study.

Second, research in Beauty Packaging Magazine finds that 45% of US cosmetics consumers are likely to purchase makeup products online if they can first virtually experience wearing those products.

If we unpack these stats, an interesting story emerges for your brand. As we’ll discuss below, these numbers are telling us that you can significantly boost both customer engagement and revenue by upgrading your legacy eCommerce presence to immersive experiences that offer personalization, virtual try-ons, and other compelling elements of the new immersive web.

First, though, let’s explain what we mean by immersive experience.


What Is an Immersive Experience?

In online retail, immersive experience – also called immersive commerce – is a catchall term to describe interactive (usually 3D) digital environments where consumers can experience richer, more personalized shopping sessions than with the legacy 2D online stores most retailers still offer.

For example, in a well-designed immersive experience, consumers can receive guidance from AI-driven personal assistants in the store, tailor their experience (and the inventory shown to them) based on their behaviors and demonstrated preferences, examine items in near-lifelike 3D, and virtually try on products – yes, even beauty products.

For a real example of this type of experience, check out the immersive store that Yves Saint Laurent created on the ByondXR tech platform and then quickly recreated with localized content for regional launches in Europe, Asia, Australia, and elsewhere.

Now that you have an idea of what’s capable with an immersive experience – and how much more engaging it can be for your customers – let’s discuss what those statistics above are suggesting for your brand.

Beauty Brands - YSL - Immersive Experience by ByondXR

The Good News: You Can Still Be a Pioneer in Digital Immersive Experiences

Almost half of US-based cosmetics shoppers say they’d likely buy a beauty product online if they could virtually try it on during their online session. And yet, more online shopping carts are abandoned containing beauty products – greater than 83%, in fact! – than with any other type of product.

As the researchers of the cart-abandonment study theorize, this suggests that most consumers browsing cosmetics in traditional online stores don’t feel confident enough to determine whether a product is a strong match for them – for their skin type, their hair color, etc. – and as a result they leave their online shopping sessions without buying.

These stats also underscore something you probably know intuitively or from your own research: Although some of the larger beauty brands and retailers are beginning to launch immersive experiences – like YSL and other customers of the ByondXR platform, such as Lancôme – the majority are still trying unsuccessfully to engage consumers with legacy, 2D eCommerce sites that offer very limited personalization and no virtual try-on (VTO) ability.

And there’s your opportunity.

Your competitors have been slow to migrate to these new immersive-experience technologies. And although it might seem like a big, costly undertaking – which is why so few brands have taken the leap – the right technology partner can make it easy and affordable to create, manage, and scale an immersive experience for your customers.

In other words, if your brand takes this step – which you’ll find is much simpler than you think – you can gain an enormous competitive advantage over your competitors. Remember, it’s their limited-capability eCommerce sites that consumers are leaving with abandoned shopping carts.

And half of those customers have already said they’d be likely to buy from a beauty site if only they could virtually try on the brand’s products to find a fit for them.


The Bad News: This Wide-Open Competitive Advantage Will Soon Be Closing

The other insight we suggest you take from those two stats is that, well, they’re out there, published – one in Beauty Packaging Magazine – for everyone to discover and analyze. And you can find many similar data points, also suggesting that today’s beauty and personal-care consumers – particularly younger consumers – are interested in immersive experiences, personalized attention in their online shopping sessions, and virtual try-ons for beauty products.

Over time, in other words, your competitors are going to realize the big bottom-line benefits of deploying immersive experiences for their own products.

So yes, you can create a significant competitive advantage by launching immersive experiences today – and probably remain one of the few brands offering these experiences for the near-term. But that competitive advantage won’t remain this big forever. Which means you need to move quickly.


The Next Step: Find the Right Immersive-Experience Tech Platform

If you’re convinced it’s time to claim those 45% of consumers who’d be persuaded to buy your beauty products if you offered virtual try-on capabilities and other personalization tools, the next step is finding the right Immersive Brand Engagement Platform, backed by the right tech partner.

Our suggestion: Check out the immersive experience that L’Oréal haircare brand Garnier created with the ByondXR platform.

Garnier Color Home - Immersive Experience

Then review ByondXR’s story as one of the tech pioneers in immersive commerce.

And then let’s talk about your brand.

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