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Makeup brands are testing augmented reality to drive conversions

March 29, 2016

Via: Digiday

While shopping for a new lipstick on Sephora’s mobile app, customers contemplating whether to buy Marc Jacobs’ Forbidden Berry shade or Stila’s Magenta Plum can see exactly how the colors will look on their faces.

The Sephora Virtual Artist tool in the retailer’s app launched in January to help customers test products using augmented reality technology powered by ModiFace. The visual artist tool lives on the Sephora app’s homepage, and as customers “try on” different lipstick shades using the front-facing camera, they can move around and the color stays put. An “add to basket” button is featured at the top of the screen as colors are tried on.

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