Reality vs Digital image - A virtual makeover
: A study on how customers experience AR in the makeup & beauty industry

  • Arina Kieltyka Khdir
  • Kristian Sadokierski

Student thesis: Bachelor


Augmented Reality (AR) technology is steadily gaining presence in the online retail environment. The technology makes it possible to create a visual representation of a product in a customer's device to experience the product in real life. To study the customer's affective response to the experience, the research is conducted in the makeup and beauty industry, where retailers are trying to recreate visual stimuli in the try-on sphere of different products. Previous research has identified elements of AR experience which are, Interactivity, Augmentation, Vividness, Aesthetics, and Playfulness. This study combines the elements of the previously studied Flow stage model to analyse the affective responses in correlation to a psychological theory. A qualitative study approach through online focus groups was made to examine the respondents’ experience with AR try-on. Findings show that users experience the visual stimuli differently depending on the elements. Although the visual stimuli were often perceived as unrealistic, the users still felt satisfaction surrounding the projection of the product and reached the Flow stage of concentration throughout the try-one. One element that emerged was playfulness which distinguished the experience compared to the real-life shopping experience. The results of the thesis contributed to an insight into how customers experience element aspects of AR in retail.
Date of Award2022-Jun
Original languageEnglish
SupervisorOskar Christensson (Supervisor), Lisa Källström (Assessor) & Heléne Tjärnemo (Examiner)

Educational program

  • Degree of Bachelor of Science in Business and Economics

Courses and Subjects

  • International business and marketing

University credits

  • 15 HE credits

Swedish Standard Keywords

  • Business Administration (50202)


  • Augmented reality (AR) experience
  • Virtual try-on
  • Makeup and beauty industry
  • AR five elements
  • Flow psychological concept
  • Customer experience

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