Very launches virtual makeovers for beauty customers

Very.co.uk, operated by The Very Group, has launched a virtual makeup try-on feature that uses augmented reality to allow customers to virtually try on beauty products.

From today, customers can virtually try on 24 lip products by L'Oréal Paris, Maybelline and NYX to decide what shade is right for them - without leaving the comfort of their sofas or desks.

In addition, visitors to the mobile site can use Benefit’s Brow Try-on technology to experiment with different eyebrow shades and shapes, as well as receive product recommendations to achieve their desired look.

Lou Bennett, Marketing Director at Benefit Cosmetics, commented: “As the UK and global number one brow brand, the Benefit Brow Try-On, from Benefit Cosmetics, is brow innovation at its best. By partnering with Very, we’ve enabled existing and new customers to have a highly personalised brow experience, explore the best-recommended brow shape for their facial features, and try on the world’s leading brow products from the comfort of their device.”

Using Modiface technology, the online retailer plans to expand virtual try-on across more makeup, hair, and nail products for an immersive beauty shopping experience.

Very customers can also take advantage of its intelligence-powered assistant chatbot, which understands natural language to resolve 50 types of customer queries. It is currently the retailer’s largest customer service channel and answers 344,000 chats monthly.

The company continues to strive towards a ‘more flexible, cloud-based architecture’ that will enhance the online customer experience. This includes the transformation of its e-commerce platform through a partnership with Commerce Tools, providing size and fit guides with True Fit, and creating enriched content with Amplience.

Paul Hornby, Digital Customer Experience Director at The Very Group, added: “Technology is a powerful tool in creating immersive, personalised digital customer experiences and we’re excited to be bringing that to life for customers shopping our beauty category by working with big brands like L'Oréal Paris and Benefit.

“We’re also exploring the use of augmented reality across other categories like fashion, home, and electrical. By using tech to bring our customers closer to products, we can recreate the in-person shopping experience online, and give them even greater confidence that they’re choosing the right products for them.”