As part of its makeup brand NYX, the retailer will allow customers to virtually trial different products with the guidance of professional makeup artists and even purchase items they like in-app, streamlining the trial and purchase process all in one

In an age of viral Snapchat filters and photoshop apps like Facetune growing rapidly in popularity, it was only a matter of time until the technology was applied to e-commerce. Beauty giant L'Oréal is now introducing a virtual consultation feature for its makeup brand NYX, where customers can not only receive advice and guidance from beauty professionals via video chat on the NYX app, but can also see on-screen what they would look like wearing the product using augmented reality filters.

This new initiative follows L'Oréal's acquisition of AR company ModiFace, by which the retailer aimed to reinvent and completely customize the consumer experience of shopping for beauty products. Unlike with clothes, makeup products are more difficult to try on and test out in store, and even word-of-mouth can be unreliable, as products can look completely different from person to person depending on factors like hair color or skin tone.

In addition to the interactivity and efficiency of the AR filter feature in the customer's decision-making process, users can also purchase the products they try in the app, streamlining the entire process. Customers can also use the app to make an appointment with their consultant to discuss how best to use their new products in-person when the arrive, at once ensuring ease of purchase as well as post-purchase support and care.

L'Oréal

In an age of viral Snapchat filters and photoshop apps like Facetune growing rapidly in popularity, it was only a matter of time until the technology was applied to e-commerce. Beauty giant L'Oréal is now introducing a virtual consultation feature for its makeup brand NYX, where customers can not only receive advice and guidance from beauty professionals via video chat on the NYX app, but can also see on-screen what they would look like wearing the product using augmented reality filters.

This new initiative follows L'Oréal's acquisition of AR company ModiFace, by which the retailer aimed to reinvent and completely customize the consumer experience of shopping for beauty products. Unlike with clothes, makeup products are more difficult to try on and test out in store, and even word-of-mouth can be unreliable, as products can look completely different from person to person depending on factors like hair color or skin tone.