Superdrug owner launches AR app letting you virtually try on hundreds of products

L’Oréal and AS Watson Group (AWS) are set to launch a new AR app allowing shoppers to virtually try on 300 makeup products.

ASW, which owns Superdrug in the UK, has partnered with beauty giant L’Oréal’s AI and AR company Modiface to launch its new ColourMe app, available on AWS’s mobile apps.

The ColourMe app lets customers virtually try on hundreds of different beauty products including mascara, lipstick, eyeshadow, brow colouring and foundation before purchasing, and can then get the items delivered to their home or pick them up at the nearest ASW store within four hours of purchase.

READ MORE: Apple to release its own AR glasses next year

Users can also try on recommended looks and trends, as well as capture photos or videos in the app.

Currently the service will only be available via ASW’s app in Malaysia, Taiwan, Thailand and Singapore, but will be considered for roll out across its wider international estate if it’s successful.

“Digital technologies are about to revolutionize retail, making shopping more entertaining, easy and personalized,” L’Oréal’s consumer product division president Alexis Perakis-Valat said.

“We want to be a driving force of this transformation and so does A.S. Watson who is a long-standing and trusted retail partner for us.

“This is why we are thrilled to launch the virtual makeup try-on ColourMe powered by our own beauty AR and AI company Modiface. This technology offers consumers a unique way to discover and enjoy makeup and will allow us to further reinvent the beauty experience in the future”.

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