Augmented Reality in Cosmetic Marketing: Analysing Its Impact on Consumer Engagement

Abstract

The rapid advancement of Augmented Reality (AR) technology has revolutionized the cosmetics industry, enabling brands to create interactive and immersive consumer experiences. This paper examines the impact of AR applications on consumer engagement in cosmetic marketing, highlighting how virtual try-ons, personalized product recommendations, and gamified interactions enhance the shopping experience. By integrating digital elements into the physical retail environment, AR reshapes traditional marketing strategies, fostering deeper consumer interaction, trust, and brand loyalty. This study utilizes secondary data from industry reports, case studies, and academic literature to assess the effectiveness of AR in influencing purchasing decisions and driving sales. Additionally, it explores the challenges associated with AR adoption and provides strategic recommendations for brands to optimize its implementation. Through this analysis, the paper underscores AR’s transformative role in modern cosmetic marketing and its potential to redefine consumer-brand interactions.