Flipkart e-commerce platform has just revealed a beauty addition to its Virtual Try-On augmented reality feature. It allows users to virtually try on cosmetics from top manufacturers like Lakmé, Maybelline, Blue Heaven, Faces Canada and more. With this new version, customers will be provided with distinctive, immersive experiences that will aid in their decision-making.
As per the firm particularly in the beauty area, the availability of product visualisation is crucial for improving a customer’s online purchasing experience. A study and in-depth interview with Flipkart’s beauty shoppers revealed a need for such a feature. That is why it has brought the virtual try-on feature on its platform for beauty products. Customers may virtually try on cosmetic products from top brands before making purchases thanks to more recent AR-driven developments.
The “Try On” option is located in the bottom right corner of the image gallery on the product page. Users can choose a “Live” Try-On or submit a selfie to see how a product might look on them virtually, as well as save the image to share across other applications, after granting access to the camera and gallery.
It enables customers to digitally try on cosmetics from top manufacturers like Lakmé, Maybelline, Blue Heaven, Faces Canada, and L’Oréal Paris, including lipstick, foundation, eyeshadow, kajal, eyeliner, compact, concealer, highlighter, blush, and mascara.
Flipkart noticed a higher conversion rate with customers who virtually tried on the makeup on the product page compared to those who did not when testing the Virtual Try-On experience for Beauty products across a few brands as a pilot.
Commenting on the launch, Kanchan Mishra, Senior Director, Consumables (FMCG), General Merchandise and Home, Flipkart, said, “The e-commerce landscape in India is changing rapidly with millions of new customers from all geographies looking for richer and customized experiences online. At Flipkart, we aim at being at the forefront in bringing technology-led solutions to our burgeoning registered customer base of 400 million across the country. We are proud to expand our augmented reality(AR)-enabled feature to a category such as beauty, where there are nuanced product differences that customers are acquainted with purchasing offline. This feature will herald a new era for online makeup shoppers enabling easy access to leading brands while driving growth for lakhs of our sellers.”
To better understand their needs and problems for an improved online buying experience, Flipkart spoke with hundreds of beauty consumers of all ages from a variety of cities, including metros and tier 2 towns. As a result of the lack of shopping support tools and a segment of customers who also expressed the need to try on a product before purchasing, the insights showed that there was a large decline in purchases. Taking these survey findings into consideration, Flipkart enhanced the Virtual Try-On option to include beautification.
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