How has the beauty industry pivoted during the coronavirus pandemic?

In recent months the beauty industry has had to focus on bringing products to life digitally and through virtual experiences as they navigate a world where in-store ‘testers’ will be a thing of the past. During lockdown, we’ve seen brand leaders innovate to capitalise on sales online. For example, Bobbi Brown and Lancome have introduced a ‘Virtual Try On’ tool that is embedded within their direct to consumer (DTC) platform, allowing consumers to use a webcam or upload a photo of themselves. The product is then superimposed upon the face of the individual in order to replicate the ‘tester’ experience.

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