The development of technology and shifts in the behavior of consumers are transforming the business of beauty and cosmetics. This is the way that creators of cosmetics UI and UX are able to adapt to changing trends.
An explosive growth of online purchasing has led to the reality that the retail industry is being revamped, and the cosmetics industry has been witnessing one of the biggest transformations. The effects of pandemics , for example wearing masks (unsurprisingly that sales of eye makeup are rising) and changes in how people interact has altered the types of cosmetics customers are searching for and the way they purchase the items.
The last couple of years have seen a variety of shifts in the world of society. As there is a growing demand for authenticity and transparency within the operations of businesses as well as the ingredients used in their products. These values are becoming the norm across all consumer cultures and, in particular, within the cosmetics sector. Toptal talked with designers from the sector of the cosmetics industry that deal with UX regarding the latest trends and methods of creating experiences that appeal to the consumers who are on the internet and searching for aesthetics.
This is one of the Growth of Beauty Technology
In 2018 L'Oreal is the biggest cosmetics company and has announced plans to change into a business specifically focused on technology in the field of beauty, to produce items and products that can be customized and inclusive, while also being transparent and accountable. Technology continues to be one of the most fascinating advancements in the field of beauty, as companies employ AI (AI) in conjunction with massive amounts of information to generate concepts for a variety of products, including intelligent cosmetics, to 3D printing of the skin.
Traditionally, purchasing cosmetics was primarily about trying out eyeshadow foundations and lipsticks in brick and mortar stores. Since minor changes in the texture or color could alter the appearance of a person's skin, a lot of consumers rely on bricks and mortar shops to purchase cosmetics, even though they've begun to shop for other items on the internet. The proportion of sales on the internet in the cosmetics industry of cosmetics is not more than 5-percent. The first three months of 2021 year, sales on the internet comprised only 15% of total retail sales in the cosmetics industry.
But this isn't for very long. Beauty stores are now beginning to understand the importance of offering online experiences identical to the experiences they offer in the store. Designers are creating sophisticated shopping experiences that allow customers to envision what their products will look and feel while using the items. New technologies are being developed and e-commerce is expected to account for 30 percent of sales in the beauty industry by 2026.
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Virtual Blurs Try-ons Online/In-Store Experience
One of the most rapidly-growing trends in cosmetics is the usage in the form of virtual tests-on (VTO) . It is an experience in augmented reality that lets people test cosmetics. Typically, VTO works by having users allow an app or web-based site access to the camera that is then used to utilize algorithms-driven facial mapping to apply, for example, lipstick that's virtual onto the lips of the users. Numerous big companies in the world of beauty have had success by investing money into AI or by purchasing VTO businesses in their entirety. For instance, Perfect, a leader in AI and AR-powered beauty technology, says the fact that its VTO tool has helped its original cosmetics brand Clinique more than tripling its conversion rate. The spread of this illness resulted in an increase in the usage of the technology, in particular because brick and mortar stores have been able to meet hygiene standards and have lowered their sharing of sample samples among customers from other stores.
"Customers have a habit of visiting Sephora in order to use a variety of different products on their skin prior to deciding on the shade they prefer or, perhaps, it's better to have another person make the selection in their own way," says product designer Greta Harrison. Harrison was employed at the company behind pure beauty Beautycounter when it was first struck by the epidemic. The company was preparing to launch a wide range of makeup products, Skin Twin. "How do you identify twins in your skin when Beautycounter outlets are shut and you have no way to check it? "
Harrison and her team collaborated quickly to create their own virtual Shade Matcher for the Beautycounter application. The application lets users take a look inside their wrists using a camera. The application overlays the virtual shades of their skins to evaluate how closely they are in line. The user begins by choosing the category that best matches their skin tone. This comprises fair medium dark as well as the tan. Each category contains at least six shades.
Harrison quickly transformed from sketches that were poor quality to high-end prototypes. They then worked in close collaboration with the design team to enhance their shades. "There were numerous adjustments and calibrations made together with the team responsible for the development of the product to determine what the shades would look on wrists, and if they accurately reflected the attributes of the shade, as physical shades were not precisely translated in Hexadecimal codes," she declares.
Furthermore, as the technology was fairly new when it was released It was vital to educate the public about the latest technologies. This is why Harrison and her coworkers created an instructional video on how to use the application at night to get the most effective outcomes. Making the process of making a decision as easy as it can be was crucial: "We wanted to make sure that users were able to determine the color they would like to use, and be able to fit everything into the same space and also be situated so that they could look at the various shades and compare them to the other colors," she says. "We tried to convince customers to add items into their carts instead of waiting for stores to open or pop-ups to close. "
Beauty UX/UI should be authentic and real
A color match that is precise and authentic is only the beginning of an Iceberg. Consumers expect their online experience to be true to life and authentic and genuine. They also expect that the businesses they trust are authentic. Dunja Topalov is one of the Toptal designers whose clients include the beauty software company Memine claims that the people of today need authentic, authentic images that aren't filtered by models. A study in marketing revealed that the majority of people believe authenticity in an organization is more crucial than prior to the outbreak.
The designer of Toptal Jess Souza was employed by O Boticario, Brazil's second-largest cosmetics firm. She claims to have noticed an increase in the use of photos of ordinary people to show off cosmetics instead of using photographs of models; this is a method that's well-liked by millennials and Gen Z. "People get bored of looking at beautiful pictures and thinking"On them, she's gorgeous. What is it that she looks like to me? '" she asks. "You need to reveal pimples, wrinkles, marks and wrinkles because there are many people suffering from similar problems and you must look at how the product tackles these issues. "
When working with photos that are taken by people, Topalov declares, "I don't apply blur effects to the images and I do not use Photoshop to apply blur effects on the images. In fact, I try to make use of the original images. "
Use Design to convey scent and texture
The desire of consumers to buy authentic products can be observed in the cosmetics business, says Topalov. Customers are eager to see pictures that show close-ups of products they are considering. "In the past, the images would be more of a 3D model of the product, but these days, they're becoming more natural, natural and tactile, and also displaying an exact representation of the product's features," she says.
How your face is presented is essential to convince people to purchase their cosmetics online according to Souza. "When O Boticario introduced their new lipstick line, we designed the website to allow customers to take a closer look, choose the shade, and take a look at the texture. You can say, "This one is shining and this one's a little sparkling. '"> Before the time when the site was developed, she stated that people had a higher likelihood to purchase at stores because it was the only way to look over the item's specifications.
The transmission of scent isn't simple in a medium that is based on images, Souza states. It's crucial to employ images that trigger your senses. For instance, if you need to make evidence that the scent is strawberry-based, notes can be done using images of strawberry or using a texture hue that could help increase the appeal of the scent when you view the image or the image of the product.
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Include Real Customer Experiences
The growing amount of people buying online reviews from customers like user-generated photos and reviews are vital. One study discovered that sales can increase by around 65 percent when testimonials are added to an online store that was not available before. A similar study showed that the amount of engagement of reviews in categories such as beauty increased by 313% in the course of the epidemic.
"Reviews could be the most important thing to take into consideration when it comes to beauty as well as the other products," Harrison says. "Companies such as Sephora have done a fantastic job of this since they don't simply allow customers to sort their products by the reviews that are most popular, but they also classify them according to those with fair skin, dark eyes, fair eyes, dark skin , light eyes, etc. "
Souza proposes to create review sections on the websites of products. "People can leave reviews that read as "I have tried this product for the last few days. This is how my skin appears. Because many users are on Reddit and TikTok as a whole, why not build your own platform that allows customers to be able to connect and discuss their experiences with your products? " She adds, "Even when people write negative reviews, it's important that they are able to publish their reviews. The company needs to work with them to resolve the problem. "
Kristijan Binski, who is the main creator of UX/UI design for Dermalogica, the Skin Care brand Dermalogica suggests using social media platforms to let customers know how the products from the brand work. "I always recommend including the most prominent section of the homepage that's Dermalogica's Instagram profile," he says. "Usually it's photos taken from social media sites that show actual customers using the product. It's among the most effective methods to show potential buyers the best way to feel motivated and inspired to purchase a product. "
Beauty App Design Design Demands Transparency
The customer wants to know what ingredients are included in their products and businesses respond to this demand to ensure their products are transparent by making clear the ingredients they contain as well as the impact they can have on skin. A Deloitte study revealed that six out of 10 consumer companies plan to make significant or moderate investments to improve transparency by 2022. Insufficient transparency is one of the main reasons that consumers leave brands.
Make sure the copy is clear.
Sana Yusuf says that designers don't always appreciate the importance of microcopy. But designing for transparency involves an in-depth analysis of the following words: "What is your top phrase? What's your primary goal? Do you communicate effectively? Does it convey enough information regarding what the customer can expect? What's the story of your product? When they get to the end of your page are they dark or are they certain? "
Souza suggests putting drop-down menus at the top of every page that list ingredient names. "You must be sure that you're not hiding the ingredients contained in the product," Souza says. "If your business is concerned about the ingredients that are used for their item, they might decide to change the formulation. " Additionally, she recommends that products with ingredients that aren't utilized by other brands should be placed at the top of the list of pages.
Designs for Clean Beauty
The trend towards transparency is due to the increasing demand for pure beauty. It is a term used to describe items that are made from natural ingredients or composed from safe or natural substances. The demand for these products is increasing as well. The market for pure products for beauty is projected to expand by 11% between 2020 and 2027.
In her role at Ellis Day Skin Science, that focuses on the use of bacteria known as Phage. They are known as beneficial bacteria. Yusuf affirms that she has been given crystal concise instructions. "The most fundamental idea which Ellis Day wanted to convey to their customers was the concept of transparency" she explained. "They wanted to be totally transparent with their customers about the ingredients they include in the serums they sell. "
Transparency and transparency in communications requires more than a list of ingredients. Customers are looking for visual signals that enable them to experience the transparency of brands that offer natural, sustainable, organic and authentic. Ellis Day's most adored product was a cream for flawless skin. A/B testing on Unbounce found that consumers were the most intrigued by images that were inspired by seawater. Yusuf utilized waters in her work to convey the concept of transparency as well as pure. The video on YouTube shows people seated on the outside basin, dressed in bathrobes that resemble spas, while splashing the skin with splashes of water.
Make use of simplicity to Reaffirm brand values
The idea of minimalism isn't new in the world of packaging for cosmetics. Souza states that the idea was born from an effort to make cosmetics that were designed to aesthetics and look more compatible with medical processes. Today, designers favor simple designs, complemented through striking designs, as an opportunity to promote the notion that transparency is an asset. For example, Yusuf advocates for bold packaging colors that communicate the concept that clarity is the key to clarity. The absence of clutter suggests that the business does not have any secrets to reveal and the product isn't overloaded with other parts. Topalov employed a similar method when she developed her own brand Memine choosing a simple palette of neutral shades which are natural as well as striking elements that grab the eye of the consumer.
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Inclusive Beauty Means Inclusion Design
The last couple of years have seen the public seeking more variety in cosmetics brands and the companies respond by expanding their ranges to provide the widest range of skin-care shades. With the growing number of colors, Yusuf states that there is a rising demand for companies to implement strategies such as VTO to help customers in choosing the best product to meet their needs.
Alongside being able to recognize different shades of skin and color this trend towards inclusion also extends to those physically disabled. In addition accessible websites are getting more popular for online shopping with regards to beauty but disabled people are featured in advertisements for cosmetics and businesses are developing products to help beautify like eyeliner brush and other eyeliner-related tools which are accessible to those who are disabled or not.
Topalov declares that the move toward inclusion has produced an appearance that's gender neutral and removes images and colors that are commonly used to represent the gender of a person. "We're determined to show that we aren't designing styles specifically for female or male audiences however, we are designing for specific kinds of people or types of person they're. '"> This style that she suggests is more tailored to the individual needs and not to any gender or age.
Innovativeness and Honesty are altering the appearance of Beauty UX.
The past few years have seen major changes throughout our lives. This is what people like and the reasons why they draw to them, as well as the products they buy from the shop. Cosmetics are an integral component of that. Consumers need to know exactly what ingredients they're applying to their skin. They would like to be confident in their own individuality and feel comfortable as individuals with their flaws and imperfections. So, the significant technological advancements in helping consumers purchase cosmetics will rise and makeup artists must be able to adapt to changing demands of the consumer.
