Malaysia became a fertile ground for digital marketing advancements. In this landscape, beauty brands constantly sought innovative ways to engage consumers. Augmented Reality (AR) virtual try-on technology offered a revolutionary approach, allowing customers to virtually test products before purchase. This study delved into brand usage intent towards the adoption of AR virtual try-on technology within the Malaysian beauty industry. Employing a quantitative research approach, a survey instrument was designed to gather data from a representative sample of Malaysian beauty consumers. The survey captured participants' demographics, perceptions, and technology usage behavior towards AR virtual try-on technology. Additionally, it measured perceived usefulness, ease of use, enjoyment, and risk associated with AR virtual try-on experiences. Finally, the survey assessed brand usage intent for beauty products using AR technology. Through statistical analysis, the research identified the most significant factors influencing the consumer usage behavior of AR virtual try-on technology and its connection to brand usage intent. The findings provided valuable insights for Malaysian beauty brands to develop data-driven AR marketing strategies that optimized customer experience, enhanced brand image, and ultimately drove sales growth. This research contributed to the understanding of consumer behavior in the context of AR technology adoption within the Malaysian beauty industry.
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