Very AR lets shoppers try on virtual makeup

  • December 19, 2022
  • Steve Rogerson

Digital retailer Very is using augmented reality to allow customers to discover and choose makeup that best matches their needs.

Using ModiFace technology, customers shopping on Very’s app can virtually try on 24 lip products by L’Oréal Paris, Maybelline and NYX. Working with Canadian firm Modiface, the retailer plans to expand the use of augmented reality across more makeup, hair colour and nail products, to create a more immersive beauty shopping experience.

On Very’s mobile web site, beauty customers can use Benefit Brow Try-on technology to experiment with different eyebrow styles, shades and shapes, and receive recommendations on the products required to create those looks.

The Very Group has a track record of improving customer experience through digital innovation, including via its artificial intelligence-powered Very Assistant chatbot. The chatbot recognises and understands natural language to resolve 50 types of customer query and is now the retailer’s largest customer service channel, answering an average of 344,000 chats monthly in 2022, up 37.6% on the previous year.

In addition, over the past 12 months the retailer has made progress with its multi-year technology investment roadmap, moving towards a more flexible, cloud-based architecture that will enable it to deliver customer experience improvements faster and more frequently. This includes the transformation of its ecommerce platform through a partnership with Commercetools, providing personalised size and fit guidance by working with True Fit, and creating enriched, engaging content by partnering with Amplience.

“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,” said Paul Hornby, digital customer experience director at UK-based Very Group. “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.”

Lou Bennett, marketing director at Benefit Cosmetics, added: “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.”

With annual revenue of £2.15bn, Very Group is a digital business that combines online retail and flexible payments. Its digital retail brands, Very and Littlewoods, help bring over 2000 labels within easy reach of customers. Across electrical, home, fashion and more, it sells everything its 4.4 million customers could need, except food. Flexible payment options are provided via its Very Pay platform and regulated by the Financial Conduct Authority.

Since 2007, ModiFace, part of the L’Oreal Group, has been a creator of augmented reality technology for the beauty industry. Its nail, hair and makeup virtual try on provide AR capabilities that are used by millions of consumers around the world.

Founded in 1976, by twin sisters Jean and Jane, Benefit Cosmetics is one of the fastest growing prestige beauty brands in the business with locations in 59 countries across five continents, with more than 3000 Brow Bars with over 6000 aestheticians worldwide.