International Journal For Multidisciplinary Research

E-ISSN: 2582-2160   •   Impact Factor: 9.24

A Widely Indexed Open Access Peer Reviewed Multidisciplinary Bi-monthly Scholarly International Journal

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The Impact of Augmented Reality Filters on Consumer Self-Perception and Purchase Intention in the Global Beauty Industry

Author(s) Ms. Aarohi Sabharwal
Country India
Abstract Augmented reality (AR) beauty filters have rapidly transformed digital self-presentation and brand interaction within the global beauty industry. This secondary research paper synthesizes existing scholarly findings to examine how AR filters influence consumer self-perception and purchase intention, while exploring the psychological and cultural factors that shape these responses. The review identifies a dual impact: AR enhances confidence, enjoyment, and experimentation but also reinforces unrealistic beauty ideals, driving increased body dissatisfaction, social comparison, and identity dissonance. Enjoyment and presence act as psychological mechanisms that heighten persuasion and promote product interest, whereas gender, culture, and self-esteem moderate vulnerability to negative effects. Cross-cultural analysis highlights Western concerns about authenticity, Asian normalization of beautification as social etiquette, and Africa’s use of AR as a tool for representation. Overall, the study underscores the ethical imperative for inclusive, transparent, and psychologically safe AR filter design in beauty marketing.
Keywords Augmented Reality (AR); Beauty Filters; Self-Perception; Purchase Intention; Body Image; Digital Marketing; Cross-Cultural Consumer Behavior; Technology Acceptance Model (TAM); Self-Discrepancy Theory; Ethical AR Design
Field Arts
Published In Volume 7, Issue 5, September-October 2025
Published On 2025-10-31
DOI https://doi.org/10.36948/ijfmr.2025.v07i05.59037
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E-ISSN 2582-2160
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