Revealing the Shopper Experience of Using a "Magic Mirror" Augmented Reality Make-Up Application.

Virtual try-ons have recently emerged as a new form of Augmented Reality application. Using motion caption techniques, such apps show virtual elements like make-up or accessories superimposed over the real image of a person as if they were actually wearing them. However, there is as of yet little understanding about their value for providing a viable experience. We report on an in-situ study, observing how shoppers approach and respond to such a \"Magic Mirror\" in a store. Our findings show that after the initial surprise, the virtual try-on resulted in much exploration when shoppers looked at themselves on a display integrated in the make-up counter. Behavior tracking data from interactions with the mirror supported this. Moreover, survey data measured perceptions of augmentation as well as hedonic and utilitarian value of the app and suggested the augmented experience was perceived to be playful and credible while also acting as a strong driver for future behavior. We discuss opportunities and challenges that such technology brings for shopping and other domains.