The Role of Virtual Try-On Technology in Enhancing Customer Experience in the Makeup Industry: A Case Study on Maybelline

This research paper explores the impact of virtual try-on technology on the makeup industry in the UK, with a focus on Maybelline. The paper aims to identify the important role played by virtual try-on technology in enhancing customer experience. The objectives of the research include understanding the concept of virtual technology in the makeup industry, identifying the important role played by virtual try-on technology in enhancing customer base within Maybelline, and discerning the challenges that would be faced by Maybelline in the absence of virtual try-on technology. The paper also includes an ethical clearance form and references to relevant studies.

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Exploring Research in Practice
Ethical Clearance Form
2021-2022

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Introduction:
In recent time technology has entered in each and every industry and is changing the way
bank, retail sector and even makeup industry work and operates. A very innovative technology
is being acquired by makeup industry which is virtual try on technology. This technology is
changing the way company sale their product to the consumer (Zhang and et. al, 2019). This
creativity provide benefit to the customer were they can try makeup product on their skin
without actually using the product in their skin. The concept of beauty tech is being grown after
the Covid 19 pandemic hit the country. This innovation involves embedding digitalization and
technology in the heart of creating, manufacturing, and distributing beauty products to enhance
customer experience (Pantano and Vannucci, 2019).
Research Title:
To identify the important role played by virtual try- on technology on makeup industry
within UK
Research Aim:
To identify the important role played by virtual try- on technology in enhancing
customer on makeup industry within UK: A case study on Maybelline
Research Objectives:
 To understand the concept of virtual technology in makeup industry
 To identify the important role played by virtual try on technology enhancing customer
base within Maybelline
 To discern the challenges that would be faced by Maybelline in absence of virtual try on
technology
Read the following statements; by ticking your agreeing to a contractual
agreement with UCB to uphold ethics throughout your research project.
1. You will not carry out your research study on any participants us under the age
of 18 years old.
I agree
2. You will not carry out your research on any NHS patients who lack the capacity
to provide informed consent.
I agree
3. A statement of the purpose of the research and the intended use of the results will
be clearly documented and communicated with participants.
I agree

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4. You will obtain informed consent from all participants taking part in your study.
I agree
5. You will communicate with your participants that they have the right to
withdraw from the study without duress.
I agree
6. Anonymous online participants will be informed that once their data has been sent,
they will no longer be able to withdraw.
I agree

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7. Anonymity of participants will be maintained in the reporting of the findings,
unless anonymity has been waived by the participant and this is clearly documented.
I agree
8. All participants will be treated fairly, sensitively, and with dignity and freedom from
prejudice, in recognition of both their rights and of differences arising from age,
gender, sexuality, ethnicity, class, nationality, cultural identity, partnership status, faith,
disability, political belief or any other significant characteristic.
I agree
9. No participants will be subjected to any physical or psychological harm
before, during or after the completion of the research study.
I agree
10. No participants will be coerced into taking part against their will.
I agree
11. Appropriate permissions from relevant authorities will be obtained prior to
any research being undertaken.
I agree
12. No activities will be undertaken whereby you do not feel confident or qualified to
do so.
I agree
13. All personal data will be treated in accordance with the EU General Data
Protection Regulations (GDPR) and under no circumstances will be shared with third
parties.
I agree
Please read the following questions and formulate a response. Each response should give
specific detail as to how you will measure and implement ethics within your research project.
Who is the target demographic for your research?
The target audience will be female consumer above the age of 18 year .

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How do you intend to collect data from your participants?
Through primary source with the help of research question
How will you communicate the purpose of the research to your participants and
document their informed consent to take part?
Through email
Student Signature:
Date:
References
Zhang, T., and et. al, 2019. The role of virtual try-on technology in online purchase decision
from consumers’ aspect. Internet Research.
Pantano, E. and Vannucci, V., 2019. Who is innovating? An exploratory research of digital
technologies diffusion in retail industry. Journal of Retailing and Consumer
Services. 49. pp.297-304.
Yang, S. and Xiong, G., 2019. Try it on! Contingency effects of virtual fitting rooms. Journal
of Management Information Systems. 36(3). pp.789-822.
Ebekozien, A. and Aigbavboa, C., 2021. COVID-19 recovery for the Nigerian construction
sites: The role of the fourth industrial revolution technologies. Sustainable Cities and
Society. 69. p.102803.
Ameen, N., and et. al, 2021. Customer experiences in the age of artificial
intelligence. Computers in Human Behavior. 114. p.106548.