TECHNOLOGY

Macy’s makes mobile beauty shopping more real with AR

BY Dan Berthiaume

Macy’s is applying augmented reality (AR) to its in-app beauty experience.

Leveraging technology from AR beauty solutions provider Modiface, Macy’s will enable users of its consumer app to virtually test single beauty products or entire looks, which they can also share on social media. Starting in late spring, Macy’s will offer this virtual makeup experience for more than 1,000 beauty products across major brands covering face, eyes and lip cosmetics. Macy’s piloted the feature with a small number of app users in fall 2018.

Through the use of in-store beauty displays, the AR opportunity will also be available to customers at select locations nationwide later this spring.

Later this spring, Macy’s will also roll out interactive in-store displays for fragrance shoppers. Through a partnership with interactive retail marketing platform vendor Perch, select Macy’s locations will offer a digitally-driven fragrance shopping experience that allows consumers to discover new scents. Featuring their favorite notes across different scent families, the digital interface shares more information on each fragrance when a customer touches a fragrance, and suggests scents that match their preferences.

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