DEMO
Michelle Nelson, Mengmeng Li
Augmented reality (AR) virtual try-on tools are increasingly used in the cosmetics industry to enhance online shopping experiences. By allowing consumers to visualize how products may appear on their own faces in real time, AR technology aims to reduce uncertainty and support purchase decisions. However, it remains unclear whether AR try-on tools truly improve consumer experience, build brand trust, and increase purchase intention compared to traditional product images.
This study examines how AR virtual try-on influences consumer experience, brand trust, and purchase intention in an online cosmetics context. Using a within-subject mixed-method design, 20 participants evaluated both AR try-on features and static product images on the Yves Saint Laurent (YSL) Beauty official website. Quantitative and qualitative findings suggest that perceived realism plays an important role in shaping brand trust and decision-making. Participants often view AR as a complementary tool that supports product exploration rather than replacing traditional images.
During the symposium, the YSL virtual try-on tool used in this study will be available for attendees to experience.