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High-touch services uniquely found in beauty stores like rows of concealers, eye shadows and lipsticks for customers to swatch on the back of their hands now sit empty to prevent the possible spread of the coronavirus on surface areas.
Much like last year, though, customers can still buy and try on makeup. But, in true pandemic fashion, it's done through their mobile devices thanks to augmented reality features.
"The use of AI and AR in beauty has, all of a sudden, become a much more kind of relevant topic," said Marjolein Jonker, manager in the consumer practice of Kearney, a global strategy and management consulting firm. Now that brands have increased their online penetration, they have to rethink the way they approach consumer engagement, she said.