Japanese online fashion retailer, Zozo Inc, launches AR skin tone measuring glasses for ordering cosmetics online

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Japanese online fashion retailer Zozo Inc has launched skin tone measuring glasses for ordering cosmetics online. “Zozoglass”, a pair of spectacles covered with colour swatches and markers, detects skin tone when scanned with a smartphone for tailored cosmetics recommendations on Zozotown, Japan’s biggest online fashion site.

Eloise Shuttleworth, senior director, customer success at cross-channel platform Iterable, said: “Before the pandemic, in-store shopping accounted for up to 85% of in-store purchases. It’s an industry driven by sensation, and traditionally powered by in-person consultations and product testing. Without sensory experience, and with limited social outings, demand for cosmetics has dropped 70%.

“Zozo’s ingenious new augmented reality product shows a different future is possible for the cosmetic industry. A drop in demand doesn’t mean all hope is lost. Cosmetic companies can make a comeback by using technology and digital channels to rethink  the customer experience and wow their consumers.

“The surge of interest in fashion tech represents a desire from brands to keep the shopping experience fun, exciting, and crucially, as close as possible to the in-store world customers remember. This will set up brands well for life after the pandemic, offering the same bespoke, personalised service to customers – whether in-store or online.”