Myntra has recently introduced an Augmented Reality (AR) feature known as the ‘Looks Virtual Try-On’, which essentially aims at enhancing the customers’ beauty shopping experience. With this new tool, users will now be allowed to virtually try on multiple beauty products such as foundation, eyeshadow and lipsticks simultaneously. Accessible directly from the Myntra app, the new feature lets users experiment with full makeup looks before deciding on their final purchase.
Developed in collaboration with ModiFace, a beauty-tech company specialising in AR solutions, this new feature brings runway-inspired makeup looks to the customers’ screen. Currently, the Looks Virtual Try-On feature includes styles from renowned brands like L’Oréal and Maybelline. One of the key highlights of this feature is its inclusion of makeup looks worn by L’Oréal Paris’ global ambassador Alia Bhatt during the Paris Fashion Week this year.
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Myntra plans to expand this AR feature in the upcoming months to include more beauty brands. According to this e-commerce giant, this AR tool will cover products from all the leading beauty brands available on the platform by the third phase of its rollout. Future updates will also add virtual try-ons for nail colours and hair dyes, thereby increasing the variety of products that their customers can explore.
The Looks Virtual Try-On feature aims to simplify the entire shopping process by allowing users to add all of the products used in a virtual look to their cart with a single click. The objective of this feature is to reduce to user’s time which is being spent searching for individual items by streamlining the transition from trying the products to purchasing them.
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Along with its AI-driven tools like the Skin Analyser and Product Finder, the Looks Virtual Try-On feature will now help Myntra personalise and improve the overall beauty shopping experience through cutting-edge technology.
