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A Comprehensive Analysis of the Impact of Augmented Reality on E-Commerce Cosmetics
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Author(s): M. Hemavathi (Hindustan Institute of Technology and Science, India), E. Rushit Gnanaroy (Hindustan Institute of Technology and Science)and G. Sonia Gnana Malar (Dhaanish Ahmed College of Engineering, India)
Copyright: 2025
Pages: 22
Source title:
E-Commerce, Marketing, and Consumer Behavior in the AI Era
Source Author(s)/Editor(s): Ahmed J. Obaid (University of Kufa, Iraq), Adriana Burlea-Schiopoiu (University of Craiova, Romania), Bharat Bhushan (Sharda University, India), Sobirov Bobur (Tashkent State University Economics, Uzbekistan)and S. Suman Rajest (Dhaanish Ahmed College of Engineering, India)
DOI: 10.4018/979-8-3693-5548-0.ch007
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Abstract
This chapter delves into the transformative impact of Augmented Reality (AR) on the e-commerce cosmetics industry in India. AR technology revolutionizes consumer engagement by offering immersive virtual try-on experiences, enabling real-time product visualization, and empowering informed purchasing decisions. It strengthens brand connections through advanced algorithms that provide personalized beauty recommendations and skincare analyses, enhancing consumer satisfaction and optimizing beauty routines via virtual consultations. Furthermore, AR reshapes cosmetic retailing by delivering interactive tutorials and educational content, fostering deeper consumer-brand interactions, and building a sense of community among users. This technology bridges the gap between the physical and digital realms, allowing brands to innovate and redefine product discovery and experience. The chapter explores AR's effectiveness in boosting consumer engagement, trust, and loyalty and examines the role of personalized recommendations and interactive features in shaping purchasing behavior in India.
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