Some members of “generation Z”—those born after 1996, with the oldest turning 26 in 2022—spend several hundred pounds annually on cosmetics. In contrast to other generations, individuals of generation Z are frequently more eager to spend money on cosmetics and skincare items.
However, studies also suggest a connection between the usage of cosmetics and young women’s body image. They frequently utilise cosmetics to cover up perceived defects or alter physical areas that they may not like. Gen Zers are particularly affected by low self-esteem and unfavourable body image views. This has been connected to their extensive usage of social media.
Therefore, cosmetics businesses who are seeking to market to this age group—which is mostly what they do—should be aware of these self-esteem difficulties, especially when it comes to makeup purchases. They can use this understanding to increase sales by incorporating it into the technological tools they provide customers, particularly the emerging breed of “beauty chatbots.”
Modern technology is frequently used by cosmetics companies to market their products. These days, businesses like Mac, Sephora, and L’Oréal all use technology like artificial intelligence, augmented reality, and data analytics to assist customers in finding and selecting new makeup.
Augmented reality has been utilised in particular to create virtual try-on systems that allow internet buyers to test makeup to see how it appears before purchasing based on factors like skin type and hair colour. According to research, whether a person’s current view of their body image is positive or bad, this experience tends to support it.
In addition to these techniques, chatbots are frequently utilised by cosmetics companies to facilitate online purchasing. A chatbot can interact with customers through a small box on-screen that they can write queries or answers into while they are exploring a website as an AI-powered online sales assistant. This enables online dialogues between makeup customers and brands.
Chatbots are used by around 80% of businesses globally, and they can be used to gather information on website visitors.
The capacity to personalise interactions with clients, such as when they use virtual try-on tools, and the ability to automatically propose pertinent goods and services are two advantages of using chatbots. Obviously, any salesman can use their personality to persuade customers to make a purchase, but can chatbots be as charming?
Friendship objectives
Our study examined the effects of using various cutting-edge technologies on younger ladies’ body image, self-esteem, and purchasing habits when they shop for cosmetic items. Our research involved 1,568 women from generation Z, and the data came from three studies, a survey, and two experiments.
Our research demonstrates that there are advantages to developing chatbots to be “friendlier,” even though these tools are intended to offer a better customer experience.
Currently, the majority of cosmetics companies provide chatbots with one of two personalities: friend or helper. In response to client inquiries, assistant types provide knowledgeable, accurate, and organised support and information. However, chatbots that also exhibit friend-like traits, including as spunky, perky, and amusing, foster stronger sentiments of cosiness.
We discovered that giving assistance to a chatbot in the form of a “virtual friend” can help women in this age group feel better about themselves and their bodies. Our respondents described the manner in which these chatbots communicated as being helpful, lovely, and friendly. The results also demonstrate that when participants used the virtual applications of beauty businesses, chatbots with similar traits had a beneficial impact on their self-esteem and purchasing patterns.
sales increase
Friendly chatbots can increase sales in addition to enhancing gen Z women’s interactions with virtual beauty try-on applications. In our study of gen Z women, we discovered that when they interacted with chatbots that they rated as helpful, kind, and friendly, their propensity to make purchases increased.
However, chatbot services offered by beauty companies can have effects that go beyond boosting revenue and enhancing client relations. Additionally, they can improve customers’ body images, which is crucial for Gen Z beauty enthusiasts.
When choosing the language used by their chatbots, brands should bear this in mind. Interacting with young female clients in a more personalised, conversational manner will not only raise purchases, but it may also increase their body confidence.
