Eye-tracking makes its way to the beauty space…
Augmented reality provider ModiFace MakeUp has teamed up with Smashbox to bring eye-tracking to the cosmetics space.
The tech can track what a shopper is most interested in based on how long they stare at a particular item. The app then tailors its marketing around the product in question – so rather than bombarding the shopper with info about all the Smashbox products, it talks to the shopper about a particular shade of eyeshadow or lipstick.
Smashbox has said it’s led to a 27 percent increase in overall conversions in two months. So a pretty smashing idea, then.