The study was conducted from July 2024 to January 2025. This study examined the impact of augmented reality (AR) on the behavior of online shoppers purchasing Maybelline Philippines cosmetics on Shopee, focusing on participants who used Maybelline’s “Try this shade” BeautyCam feature. This study examines AR’s impact on online shopping, focusing on vividness, interactivity, and informativeness, as well as purchasing intention, brand attitude, and information recall, to help marketers enhance the shopping experience and drive growth. Furthermore, it evaluates the significant relationship between the assessed impact of Augmented Reality and the assessed consumer behavior of Maybelline Philippines online shoppers.

This study employed quantitative research, using a descriptive and correlation design to determine the significant difference in the impact of Augmented Reality on consumer behavior based on demographic profiles and the relationship between the assessed impact of AR and consumer behavior among Maybelline Philippines online shoppers. Data was collected through a Google Forms survey and supplemented with secondary data from scholarly articles, related studies, and academic journals. The study included 150 participants of any sex, all Maybelline Philippines online shoppers on Shopee. Quota sampling was used to ensure diverse representation. For accurate results, statistical treatments included frequency and percentage distribution, weighted mean, Likert scale, One-Way ANOVA, T-test for independent samples, and Pearson R.

The results revealed that augmented reality (AR) has a significant impact on the consumer behavior of Maybelline Philippines online shoppers, particularly among females aged 18 to 27 with a monthly income of less than ₱12,082. Age and sex significantly impact consumer behavior, whereas monthly income does not appear to have the same effect. In addition, there is a significant difference in the impact of augmented reality on the consumer behavior of Maybelline Philippines online shoppers when their demographic profile is used as determining factors. Age and sex impact brand attitude and information recall but not purchasing intention, while monthly income consistently impacts all metrics. However, the results also indicate that augmented reality (AR) has an impact on consumer behavior, but it is not statistically significant. Therefore, this underscores the necessity for further investigation into how AR can be optimized to more effectively engage consumers and also suggests that other factors, such as demographic characteristics or content quality, might have a greater impact on online purchasing behaviors.

To improve augmented reality (AR) effectiveness, researchers suggest that Maybelline Philippines reassess the design and functionality of their “Beauty-Cam.” Enhancing interactivity and personalization may boost consumer engagement. Further research should explore factors like vividness, interactivity, informativeness, consumer preferences, and demographic needs to enhance AR’s effectiveness. Lastly, integrating AR with promotions or incentives could maximize its impact on online shopping.  

BARCELON, JEREMMIE A., GERONIMO, JANICE A., JACINTO, CRISTINE C., SARREAL, FRANCHEZKA HANNALEE. Impact of Augmented Reality on the Consumer Behavior of Maybelline Philippines Online Shoppers. Undergraduate Thesis. Bachelor of Science in Business Management major in Marketing Management. Cavite State University – Bacoor City Campus, City of Bacoor, Cavite. January 2024. Adviser: Ms. Fe S. Dullavin.  

Barcelon, J. A., Geronimo, J. A., Jacinto, C. C., Sarreal, F. H. (2025). Impact Of Augmented Reality on the Consumer Behavior of Maybelline Philippines Online Shoppers. Cavite State university—Bacoor Cavite.