Digital retailer Very launches virtual try-on experiences for beauty customers

Very, a pureplay operated by The Very Group, has tapped augmented reality technology to allow customers to discover and choose makeup products that best match their needs. 

Using ModiFace technology, those shopping on Very’s app can virtually try on 24 lip products by L'Oréal Paris, Maybelline and NYX.

The retailer plans to expand the use of augmented reality across more make-up, hair colour and nail products, as it looks to create a more immersive beauty shopping experience.

On Very’s mobile website, 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.

Paul Hornby, Digital Customer Experience Director at The Very Group, comments:“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.”

“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, says: “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.” 

2022 RTIH Innovation Awards

The Very Group has been shortlisted in the Most Innovative UK Retailer category at the 2022 RTIH Innovation Awards.

B&Q, Boots UK & Ireland, Currys, Marks and Spencer, and Tesco are also in the running for the award.

The winner will be revealed at a sold out event in central London on Tuesday, 6th December.

RTIH Editor, Scott Thompson, says: “Innovation and technology play a critical role in the success of the retail sector, so it is great to recognise standout examples through our awards.”

“Thanks to all those who have entered the 2022 event. We received a record number of submissions and many fantastic examples of the continued resilience and dynamism of the retail space during hugely challenging times.”

“I’m now looking forward to announcing the winners at our central London event in December.”