In December 2023, Megamarket was the first among marketplaces to add the ability to online try on decorative cosmetics for its users. Based on the results of the first three months, more than 2 thousand SKUs from 36 brands are available for trying on, including lip products, blush, eye shadow and mascara.
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According to marketplace analysts, 35% of users, when choosing decorative cosmetics, use the online try-on service in a virtual mirror on a regular basis, giving preference to products that are available as part of the option. In most cases, they “try on” lipstick, blush and eye shadow. Most often, the option is used by buyers aged 25–34 years (34% of the audience), followed by buyers aged 35–44 years (26%). The most active users of the option live in Moscow, St. Petersburg and Krasnodar.
“Decorative cosmetics, unlike skincare, are in demand on occasion: users approach the purchasing process more consciously and demandingly, from the point of view of obtaining the expected result. The algorithms used in the technology realistically convey the color and texture of products, taking into account the characteristics of different skin types, which allows us to guarantee our clients the final result, an image that closely matches the one that was conceived at the stage of choosing products,” notes Maria Ilinykh, product manager.< /p>
The option of trying on decorative cosmetics allows you to “try on” one product and is currently available to users using the marketplace mobile application, which is 71% of the total number of customers making purchases within the service. In the future, Megamarket specialists plan to expand the availability of the option for the web version of the marketplace, increase the number of SKUs, and also offer users a “try-on” of full makeup, consisting of several products.
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