// Very offers new virtual make-up try-on feature through its app
// It is using ModiFace technology to allow customers to virtually try on 24 lip products
Very and H&M have launched virtual try-on features to offer an augmented reality experience for shoppers.
Very is offering a virtual make-up try-on feature to allow customers to choose products that best suit them, while fellow fashion retailer H&M is offering an augmented reality try on experience by teaming up with Snap Inc to launch AR on its mobile app and on Snapchat.
Very is using ModiFace technology, a form of augmented reality, on its app, which allows customers to virtually try on 24 lip products by L’Oréal Paris, Maybelline and NYX. The retailer said it will expand its use of AR across more make-up, hair colour and nail products.
Customers can also use Benefit Brow Try-on technology on Very’s mobile site to experiment with different eyebrow styles, shades and shapes.
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The new AR offering is just the latest example of Very improving its tech offer, after its Very Assistant chatbot proved popular with 344,000 monthly chats with customers.
Meanwhile, H&M has co-designed its AR experiences with the Institute of Digital Fashion (IODF).
H&M has used Snap’s Camera Kit to build AR into its mobile apps. Powered by Snap’s camera technology, the Lenses offer the ability to try on digital designs.
The Snap Camera Kit is a cross platform, software development kit that allows retailers to integrate Snap’s camera technology and Lenses into their own mobile and web properties.
