Nowadays, many innovative marketers can leverage the augmented reality (AR) technology to create special experiences, offer more interactive advertising, as well as provide new ways to online shopping, especially for mobile marketing. The beauty industry occupies a large proportion in the fashion market and has become its essential part. For the fashion and beauty industry, consumers are willing to have the same level of experience online as when they are shopping offline. Accordingly, many brands develop mobile applications with AR capabilities that provide mobile AR services offering special experience. This new approach to mobile shopping eliminates the risk of shopping when consumers choose products, while indirectly changing consumer purchase behavior and lifestyles. However, relevant evidence about the AR service provided by mobile applications in the fashion and beauty industry remains to be scarce. To fill this gap in the literature, the present study seeks to explore the impact of the mobile AR technology on the consumer perception of the beauty brands and the changes in consumer’s behavior. In terms of the methodology, a semi-structured interview approach is employed. The results of the present study demonstrate that the effect of using the mobile AR technology varies according to the differences in consumers’ cognition and attention to beauty products. The playfulness provided by the mobile AR technology is a key factor for consumers to better understand and experience the brand, and consumer ROI is an important factor for consumers to purchase using the mobile AR service. At the same time, the degree to which the AR technology is mature affects consumer experience of the product. Surprisingly, our results suggest that the use of the AR technology has a certain educational effect on consumers, especially on those who are not good at make-up or have a low level of understanding of beauty products.

• Yining Wang(Yonsei University, Republic of Korea)
• Yeonjung Won(Yonsei University, Republic of Korea)
• Eunha Chun(Dong-A University, Republic of Korea)
• Eunju Ko(Yonsei University, Republic of Korea)