Much more at the link regarding what they are thinking of. Note the mention of the use of voice assistants.
In Think with Google:
“New technologies, such as voice, AI, AR, VR, are reshaping the way our consumers discover, try, experience, and buy our products. The game won’t be the same when you simply ask your voice assistant to buy the best mascara on the market for you. … Or if you are able to watch a makeup tutorial directly on your face with a virtual try-on. The brands that master these experiences will be the ones people choose.” .... '
— Lubomira Rochet, global chief digital officer, L’Oréal.
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