Try-on for size: How brands can embrace filtered technology into its digital strategy

Published: 9-Feb-2022
Colour Cosmetics Skin Care Marketing Digital

AR beauty filters are saving the day and that extra five minutes in bed. But what brands are rising to the challenge

You need to be a subscriber to read this article.
Click here to find out more.

With the continued rise in digital commerce, follows the adaptation of beauty brands trying to break into the metaverse. Zoom calls and meetings are still a part of our daily routine and as IRL reunions are kept on pause, augmented reality (AR) and try-on beauty filters come to the helm in the hopes of disguising the working-from-home chic a little bit longer.

Not yet a Subscriber?

This is a small extract of the full article which is available ONLY to premium content subscribers. Click below to get premium content on Cosmetics Business.

Subscribe now Already a subscriber? Sign in here.
  • Companies:
  • MAC Cosmetics
  • Shiseido
See more

You may also like

You need to be a subscriber to read this article.
Click here to find out more.
Ingredients

Vichy’s longevity science play addresses hair loss and zombie cells

Read more
Hair renewing serum Dercos Aminexil Clinical R.E.G.E.N. Booster, and Neovadiol Longevity Revolumizing Cream for boomers, are the L’Oréal-owned dermatological brand’s first longevity-focused launches, and more are in the pipeline

Trending Articles

  1. Seen snaps up former Ulta Beauty boss as Chief Marketing Officer Linh Peters previously served as Head of Loyalty Marketing and Strategy at Ulta Beauty, overseeing the US beauty retailer’s loyalty programme and personalisation engine
  2. Glossier names Colin Walsh CEO as it aims to become ‘a true legacy brand’ Walsh, who has previously helmed the beauty divisions of Ouai and Procter & Gamble, will join the beauty company in October
  3. La Roche-Posay lands Law Roach for punny partnership marking 50th anniversary The L’Oréal-owned skin care brand has brought in the celebrity stylist alongside a cast of experts and creators for its ‘Brand Name’ Campaign in an attempt to connect with younger generations
  4. The best in British beauty: who made the cut Rare Beauty, Maison Francis Kurkdijan and Dr Sam's are just some of the exciting brands among the Pure Beauty Awards finalists this year

Upcoming event

13th Annual Beauty Trends & Innovations Conference

24 September 2025 | London, UK See all

You may also like

You need to be a subscriber to read this article.
Click here to find out more.
Ingredients

Vichy’s longevity science play addresses hair loss and zombie cells

Hair renewing serum Dercos Aminexil Clinical R.E.G.E.N. Booster, and Neovadiol Longevity Revolumizing Cream for boomers, are the L’Oréal-owned dermatological brand’s first longevity-focused launches, and more are in the pipeline
You need to be a subscriber to read this article.
Click here to find out more.
Colour Cosmetics

Career advice: How I became Brand General Manager at NARS UK

In partnership with CEW UK, Rachel Leon-Wardrop reveals how she became Brand General Manager at the Shiseido-owned make-up giant, and the skills and knowledge needed to manage the role successfully
Skin Care

La Roche-Posay lands Law Roach for punny partnership marking 50th anniversary

The L’Oréal-owned skin care brand has brought in the celebrity stylist alongside a cast of experts and creators for its ‘Brand Name’ Campaign in an attempt to connect with younger generations
You need to be a subscriber to read this article.
Click here to find out more.
Fragrance

Jo Malone London taps Bridgerton’s India Amarteifio to front new scent layering campaign

The actor, who starred in Queen Charlotte: A Bridgerton Story, fronts Uniquely You – a campaign aimed at ‘curious about scent layering’ Gen Z to help expand the British fragrance brand’s reach
Fragrance

Dior to host Fort Sauvage pop-up to mark the fragrance’s ten-year anniversary

The luxury beauty brand is inviting visitors to Sauvage’s ‘Wild West’ universe in London, UK, to mark ten years of the bestselling scent, which is fronted by actor Johnny Depp
You need to be a subscriber to read this article.
Click here to find out more.
Colour Cosmetics

L’Oréal Paris dethrones Charlotte Tilbury as UK’s top beauty brand on social media

The French beauty heavyweight’s social media success was driven by an estimated 14,523 TikToks videos mentioning the brand, which showcases its status as a ‘legacy brand’
You need to be a subscriber to read this article.
Click here to find out more.
Packaging

Colour and packaging trends set to dominate beauty in 2026

Soft pink and matcha green colours, and more cinematic beauty campaigns, will dominate next year, alongside marketing that plays into ‘whimsy’ and ‘food indulgence’
Subscribe now