Examining The Impact of AR (Augmented Reality) For Enhanced Customer Engagement and Decision-Making with Reference to Cosmetic Industry

This study attempts to measure the impact of AR (Augmented Reality) for enhanced Customer Engagement and Purchase Decision-Making with reference to cosmetic industry. The main objective of this study aims to comprehensively investigate the intersection of technology and consumer behavior in the cosmetic industry. The objectives include determining the frequency of AR tool utilization among buyers and its impact on purchase decisions, assessing consumer awareness and perceptions of Augmented Reality (AR) technology in cosmetic products, analyzing factors influencing consumer concerns during purchases, and identifying challenges faced by consumers while engaging with AR tools with specifically focusing on Foundation Virtual Try-on, Lipstick Virtual Try-on and Skin Analyzer Virtual Try-on, in decision-making processes. Through these objectives, the study provides a nuanced understanding of how technological advancements shape consumer perceptions and behaviors in the cosmetic sector, offering valuable insights for businesses, policymakers, and researchers navigating the evolving landscape of technology-driven consumer experiences.