The Impact of Virtual Try-On Tools for Beauty Products on Consumer Behavior: A Segmentation Study

Anna Zarkada; Suzanne Barakat; Yioula Melanthiou

doi:10.1007/978-3-031-96930-0_7

The Impact of Virtual Try-On Tools for Beauty Products on Consumer Behavior: A Segmentation Study

Anna Zarkada
, Suzanne Barakat
, Yioula Melanthiou

Research output: Chapter in Book/Report/Conference proceeding › Conference contribution › peer-review

Abstract

We present the characteristics of Virtual try-on tools (VTOs) with an emphasis on digital mirrors used by the beauty industry and review the extant knowledge on the mechanism by which they influence consumer behavior. We utilize a quasi-experimental empirical research design through which 221 self-identified as female participants tested the VTO of a luxury makeup brand and then completed a survey of their socio-demographics, attitudes, and behaviors. Two segments emerge, the hedonic enthusiasts and the utility-focused consumers. Their characteristics are analyzed, and the insights are utilized to draw recommendations for marketers in the beauty industry. This is one of the first studies of how VTOs influence consumer behavior in the beauty industry and the first attempt at segmenting their users.

Original language	English
Title of host publication	Empowering Digital Transformation - Proceedings of the 2025 GMA-GAMMA Joint Symposium, 2025
Editors	Anna K. Zarkada
Publisher	Springer Nature
Pages	104-121
Number of pages	18
ISBN (Print)	9783031969294
DOIs	https://doi.org/10.1007/978-3-031-96930-0_7
Publication status	Published - 2025
Externally published	Yes
Event	Greek Marketing Academy and the Global Alliance of Marketing and Management Associations Joint Symposium, GMA-GAMMA 2025 - Hong Kong, China Duration: 24 Jul 2025 → 27 Jul 2025

Publication series

Name	Springer Proceedings in Business and Economics
ISSN (Print)	2198-7246
ISSN (Electronic)	2198-7254

Conference

Conference	Greek Marketing Academy and the Global Alliance of Marketing and Management Associations Joint Symposium, GMA-GAMMA 2025
Country/Territory	China
City	Hong Kong
Period	24/07/25 → 27/07/25

UN SDGs

This output contributes to the following UN Sustainable Development Goals (SDGs)

SDG 12 Responsible Consumption and Production

Keywords

augmented reality
beauty products
consumer behavior
digital mirror
market segmentation
Virtual try-ons

Access to Document

10.1007/978-3-031-96930-0_7

Cite this

Zarkada, A., Barakat, S., & Melanthiou, Y. (2025). The Impact of Virtual Try-On Tools for Beauty Products on Consumer Behavior: A Segmentation Study. In A. K. Zarkada (Ed.), Empowering Digital Transformation - Proceedings of the 2025 GMA-GAMMA Joint Symposium, 2025 (pp. 104-121). (Springer Proceedings in Business and Economics). Springer Nature. https://doi.org/10.1007/978-3-031-96930-0_7

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title = "The Impact of Virtual Try-On Tools for Beauty Products on Consumer Behavior: A Segmentation Study",

abstract = "We present the characteristics of Virtual try-on tools (VTOs) with an emphasis on digital mirrors used by the beauty industry and review the extant knowledge on the mechanism by which they influence consumer behavior. We utilize a quasi-experimental empirical research design through which 221 self-identified as female participants tested the VTO of a luxury makeup brand and then completed a survey of their socio-demographics, attitudes, and behaviors. Two segments emerge, the hedonic enthusiasts and the utility-focused consumers. Their characteristics are analyzed, and the insights are utilized to draw recommendations for marketers in the beauty industry. This is one of the first studies of how VTOs influence consumer behavior in the beauty industry and the first attempt at segmenting their users.",

keywords = "augmented reality, beauty products, consumer behavior, digital mirror, market segmentation, Virtual try-ons",

author = "Anna Zarkada and Suzanne Barakat and Yioula Melanthiou",

note = "Publisher Copyright: {\textcopyright} The Author(s), under exclusive license to Springer Nature Switzerland AG 2025.; Greek Marketing Academy and the Global Alliance of Marketing and Management Associations Joint Symposium, GMA-GAMMA 2025 ; Conference date: 24-07-2025 Through 27-07-2025",

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Zarkada, A, Barakat, S & Melanthiou, Y 2025, The Impact of Virtual Try-On Tools for Beauty Products on Consumer Behavior: A Segmentation Study. in AK Zarkada (ed.), Empowering Digital Transformation - Proceedings of the 2025 GMA-GAMMA Joint Symposium, 2025. Springer Proceedings in Business and Economics, Springer Nature, pp. 104-121, Greek Marketing Academy and the Global Alliance of Marketing and Management Associations Joint Symposium, GMA-GAMMA 2025, Hong Kong, China, 24/07/25. https://doi.org/10.1007/978-3-031-96930-0_7

The Impact of Virtual Try-On Tools for Beauty Products on Consumer Behavior: A Segmentation Study. / Zarkada, Anna; Barakat, Suzanne; Melanthiou, Yioula.
Empowering Digital Transformation - Proceedings of the 2025 GMA-GAMMA Joint Symposium, 2025. ed. / Anna K. Zarkada. Springer Nature, 2025. p. 104-121 (Springer Proceedings in Business and Economics).

Research output: Chapter in Book/Report/Conference proceeding › Conference contribution › peer-review

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T2 - Greek Marketing Academy and the Global Alliance of Marketing and Management Associations Joint Symposium, GMA-GAMMA 2025

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PY - 2025

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AB - We present the characteristics of Virtual try-on tools (VTOs) with an emphasis on digital mirrors used by the beauty industry and review the extant knowledge on the mechanism by which they influence consumer behavior. We utilize a quasi-experimental empirical research design through which 221 self-identified as female participants tested the VTO of a luxury makeup brand and then completed a survey of their socio-demographics, attitudes, and behaviors. Two segments emerge, the hedonic enthusiasts and the utility-focused consumers. Their characteristics are analyzed, and the insights are utilized to draw recommendations for marketers in the beauty industry. This is one of the first studies of how VTOs influence consumer behavior in the beauty industry and the first attempt at segmenting their users.

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The Impact of Virtual Try-On Tools for Beauty Products on Consumer Behavior: A Segmentation Study

Abstract

Publication series

Conference

UN SDGs

Keywords

Access to Document

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