Leal, Maria do Carmo BarradasMoreira, Carolina Teles de Abreu Folhadela2024-11-152024-11-152024-11-05http://hdl.handle.net/10362/175295Dissertation presented as the partial requirement for obtaining a Master's degree in Data Driven Marketing, specialization in Digital Marketing and AnalyticsThis 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.engTechnologiesBeauty industryArtificial intelligenceVirtual Try-OnAugmented RealityChatbotsCustomer satisfactionBeauty MarketSDG 9 - Industry, innovation and infrastructureSDG 12 - Responsible production and consumptionSDG 17 - Partnerships for the goalsmaster thesis203778650