The Very Group has launched in-app augmented reality features that allow customers to try out new cosmetics products digitally.

The retailer has partnered with ModiFace technology to enable customers to shop from a range of 24 lipsticks from brands L’Oréal Paris, Maybelline and NYX using augmented reality on the Very app.

The retailer plans to expand the AR features to include more makeup, hair colour and nail products in the future. 

Very Group also offers customers its Benefit Brow Try On technology on its mobile website to allow customers to experiment with different styles and shapes, as well as receive recommendations on the products required to create those looks.

Very Group digital customer experience director Paul Hornby said: “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.”