The rise of virtual reality technologies and the post-COVID-19 trend towards online shopping have driven fashion and beauty brands to adopt virtual try-on tools. However, major brands, including Estée Lauder and Louis Vuitton, faced lawsuits alleging that their virtual try-ons breach biometric privacy laws. Biometric data, such as face scans used in these try-ons, are unique personal identifiers, and brands need to adhere to laws safeguarding their collection and use. Although there’s no federal biometric privacy law, states like Illinois, Texas, and Washington have their own. Even if a brand isn’t based in these states, just one user from them could trigger compliance needs. Brands must ensure they publicly disclose data collection and retention policies, inform users about data use, and obtain user consent. Non-compliance can lead to hefty fines. Brands are advised to consult with legal experts on these laws before launching such tools to avoid potential legal pitfalls.
https://www.mondaq.com/unitedstates/privacy-protection/1358682/what-fashion-and-beauty-brands-should-know-before-offering-a-virtual-try-on-tool
https://www.mondaq.com/unitedstates/privacy-protection/1358682/what-fashion-and-beauty-brands-should-know-before-offering-a-virtual-try-on-tool