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Emerging Technologies in Beauty Industries: The impact on the consumer experience
| Nome: | Descrição: | Tamanho: | Formato: | |
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| 2.62 MB | Adobe PDF |
Orientador(es)
Resumo(s)
This paper examines the evolving dynamics between beauty, technology, and consumer
behavior, tracing a path from historical conceptions of beauty to contemporary emphasis on
diversity and individuality. The incorporation of artificial intelligence (AI) and augmented reality
(AR) within the beauty industry has significantly altered consumer experiences by providing
personalized recommendations and instant makeup trials. As industry leaders such as L'Oréal
embrace digital transformation, AI and AR technologies enhance retail engagements, reshaping
consumer expectations and loyalty. This research examines consumer perceptions and behaviors
towards Virtual Try-On (VTO), AR, chatbots, and AI within the beauty industry, identifying
crucial factors that influence technology adoption and satisfaction using empirical data from 230
respondents. Results demonstrate the pivotal role of VTO accuracy and usability in influencing
purchase decisions and trust in product recommendations, and interactions with AI-driven
chatbots positively correlate with consumer satisfaction and brand loyalty, underscoring the value
of personalized digital engagement. AR applications enhance consumer engagement by providing
immersive experiences, and future research should explore cross-cultural nuances and
longitudinal trends in technology adoption. This study contributes to a deeper understanding of
the complex interplay between beauty, technology, and consumer behavior in the digital era,
concluding that these technologies transform consumer expectations and loyalty, and highlights
the need for further research into cross-cultural and long-term trends in technology use in the
beauty sector.
Descrição
Dissertation presented as the partial requirement for obtaining a Master's degree in Data Driven Marketing, specialization in Digital Marketing and Analytics
Palavras-chave
Technologies Beauty industry Artificial intelligence Virtual Try-On Augmented Reality Chatbots Customer satisfaction Beauty Market SDG 9 - Industry, innovation and infrastructure SDG 12 - Responsible production and consumption SDG 17 - Partnerships for the goals