Augmented reality apps that overlay makeup over consumer photos were once dismissed as gimmicks. Inaccurate coloring and awkward blending with user complexions made these apps a far cry from influencing purchase decisions. Recently, however, these apps are becoming more useful as more resources are spent on replicating exact shades and texture. Seamless integration with commerce (i.e. options to Save Looks, Add to Bag, and Check Out) are setting consumers on the path to purchase.

FeelUnique launched in September the “Makeup Live” app, which allows users to try on different makeup shades virtually. The virtual looks are surprisingly close to real life looks, and features allow for trying more than one product at a time. As FeelUnique carries hundreds of brands, this is a great platform for brands to introduce their products to consumers. The absence of account signup promotion, however, creates a hurdle for brands looking to market their products.

CoverGirl has placed a bet on an augmented reality app for mass market products. The app falls short on commerce: it allows users save looks and promotes profile sign up, but does not let users add items to bag.

L’Oréal’s Makeup Genius hits on all of the commerce points. It allows users to save looks, add to bag for checkout, and encourages account signup.


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