Beauty packaging is an art form and it can have a huge correlation between the brand, product, and its perceived value. In addition to the visual appeal of packaging it’s also the one place a brand can convey a products benefits, ingredients, and tutorials. Often dealing with small and condensed packaging space – a lack of space to write out each benefit can pose a real challenge – and as a copywriter for beauty brands I find a lot of my clients struggle with getting everything they want to say onto a small and tiny box. It’s for this reason that I’m particularly excited about developments in product packaging – and most notably the integration of AR (Augmented reality).

Augmented reality doesn’t just stop at giving beauty brands a little more space to describe their ingredients and product benefits – it’s a tool that can be used as part of an overall brand experience strategy by creating an immersive experience for customers who want more than just what's inside their package when they make a purchase decision.

QR codes have risen in popularity ever since we moved into a contactless society with thanks to covid. Now – we’re seeing beauty brands integrate QR codes into their merchandising and packaging.

Some brands choose to include a specific QR code on a gondola in store (like at Sephora or Ulta) whilst others integrate a small scannable QR code into their packaging – often linked to ingredients or a brand e-commerce page. Brands can use QR codes to create new cosmetic product experiences like immersive information on ingredients, pop-up tutorials, consumer reviews, special offers and deals, or behind-the-scenes videos.

Many brands have started to jump on the bandwagon of AR in their product packaging and some have executed it in a way that is incredibly seamless.

Ways Beauty Brands can Use QR Codes on Packaging:

• Virtual Try on Filters
• Interactive product descriptions to convey product benefits and ingredients

• Display of customer reviews
• Linking to influencer content 

Virtual Try on Tools

L’Oréal Paris has introduced an augmented reality feature that enables users to experiment with different hair colors using their smartphones as mirrors. All a customer needs to do is scan the QR code on a bottle of their hair dye and take a selfie, and the app will instantly transform their hair into the desired shade, whether it's blonde highlights, copper reds, or black roots. Virtual Try-On tools also include lipstick try on and foundation finders.   Pinterest has also launched an AR try on tool which can be used directly on the platform allowing users to pin a product and then try it on using a selfie – mainly targeted towards eyeshadow and lipstick Pinterest explains “Pinners can use AR technology to try on and shop beauty products right the iOS or Android app. Simply click the Lens camera in search and browse eyeshadows, try on in-stock shades, and purchase through the retailer.”

Enhanced Packaging
In the way of QR codes integrated into product packaging – there are some instances where this process isn’t as seamless and user friendly as it could be. Having to scan a QR code to download an app to experience AR can be cumbersome experience – but some AR technology eliminates this risk.


The 8th Wall and Dermalogica
One of my favorite examples of AR integrations into product packaging is Dermalogica. The AR technology, powered by 8th Wall, allows customers to bring the product to life simply by holding it in front of a camera. This creates an immersive and educational experience, showcasing the product's benefits, ingredients, and even demonstrating how to use and apply it. This transforms a regular skincare cream into a dynamic and engaging experience.

Snapchat and Snapcodes on Product Packaging
Social media companies have also jumped on the bandwagon of AR filters – and most notable is Snapchat. Snapchat stands out with its Catalog-Powered AR Shopping Lenses and Snapcodes, allowing users to easily interact with products. To use a snapcode, customers must download the Snapchat app, but the experience can be worth it. Snapchat is rolling out an entire AR Shopping experience that is sure to have a significant impact on the beauty industry. Social media companies, including Snapchat, have embraced AR filters as a way to engage customers.
 

With the beauty industry being more tactical and sometimes a riskier purchase for customers – AR can help bridge a missing link and push sceptical customers across the line. Unlike fashion for example where a customer can simply take a glance at a piece to see if it’s their style, read about the materials and fabrics used to get a gauge on a products quality, or return something that just doesn’t fit – beauty products require a little more research and persuasion to get a customer to make a purchasing decision.

 
AR can help bridge the missing link – a good QR code can allow customers to use a virtual filter to try on a makeup product like lipstick, use a shade matching tool to find the perfect foundation, use a live tutorial to show them how to apply a product, or get further information on a products ingredients and benefits.