China Beauty has much room to play with VR in retailing. Capitalizing on the growing momentum of AR, L’Oréal
has just made another big move in digital retailing.Earlier this month, the company debuted its first virtually try-on app in WeChat, when the China’s most popular messaging app made the announcement to formally offer augmented reality (AR) features with its Mini Program. Powered by Modiface from L’Oreal, the mini program Official Giorgio Armani Beauty Boutique allows WeChat users to virtually try-on all shades of lipstick and lipgloss, compare and save try-on shots, as well as share with other WeChat users.
This is not unprecedented, of course. AR is increasingly incorporated
into retailing strategy of beauty brands in China. Back in 2017, some international brands including Estée Lauder and Shu Uemura have worked with Tmall, one of China’s biggest B2C online retail, to launch AR mirror service.