With the advancement of technology, more and more of the beauty world will continue to turn digital. L’Oréal’s recent investment in ModiFace, a company that makes virtual reality apps for beauty brands, is a perfect example of this. ModiFace was conceived on the assumption that one day, people will want to test out makeup without leaving their house.
However, as Noël Duan points out, these apps will never be able to replace the physical brick-and-mortar experience. This is because retailers like Ulta and Sephora offer samples on any and all products in their store, Duan argues. This effort is not as much an act of generosity as it is an effort to build brand loyalty and entice those trying out a free sample. “Besides Costco and olive oil stores at high-end malls, Sephora is the best place to take full advantage of what is offered for free,” Claire Carusillo wrote on Racked, dubbing these people “Sephora scammers.” “When it comes to toning and moisturizing, use the products you might not shell out for otherwise.”
Eventually, however, these “scammers” become customers, further proving that “no app or website is going to fix your beauty emergency for free.”
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