<![CDATA[This research explores the effectiveness of Virtual Try-On (VTO) technology in fostering brand loyalty within the cosmetics industry. Using a mixed methods approach that integrates quantitative surveys, user experiments, in-depth interviews, and social media sentiment analysis, the study examines how interactive digital experiences via VTO influence consumer trust, emotional engagement, and perceived product quality. Findings from 100 survey respondents, 10 user experiments, and 15 interviews indicate that VTO significantly enhances purchase intention and strengthens the emotional bond between consumers and brands. Regression and path analysis results reveal a positive, statistically significant effect of VTO on brand loyalty, with trust and emotional engagement acting as key mediators. Sentiment analysis of 300 user comments further confirms that VTO is widely perceived as intuitive, realistic, and helpful in decision making. These insights highlight VTO’s dual function not only as a tool for visualization but also as a medium for emotionally resonant digital interaction. The study contributes theoretically by expanding brand loyalty discourse through the lens of technological interactivity. Practically, it offers strategic guidance for cosmetic brands to leverage VTO in enhancing user experience, reducing product returns, and boosting engagement. The research underscores the importance of designing VTO features that are visually appealing, emotionally impactful, and adaptive to diverse consumer needs. In a competitive digital marketplace, VTO emerges as a critical differentiator in creating immersive, personalized, and loyalty driven shopping experiences.]]>
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