Bengaluru, October 4, 2024: Revolutionizing the way Beauty shopping is done in the country, Myntra, India’s leading Fashion and Beauty destination, has launched a pioneering ‘Looks Virtual Try-On’ feature for its customers. The one-of-a-kind complete makeup try-on tool, ‘Looks Virtual Try-on’ enables customers to try on multiple beauty products ranging from eye, face to lip and more simultaneously from the comfort of their devices.
This trailblazing technology allows users to experiment with full makeup looks virtually, starting with the iconic styles from the Le Défilé L’Oréal Paris Fashion Week, of which Myntra Beauty has been the official beauty partner for two years in a row. Developed in collaboration with ModiFace, the feature brings high-fashion make-up trends straight from the runway to customers’ screens.
The new feature builds on the already available Virtual Try-On (VTO) feature on the Myntra platform, adding another layer of personalisation in the customer’s shopping journey. The new ‘Looks Virtual Try-On’ feature marks a major leap forward in virtual beauty shopping by allowing users to test more than one makeup product simultaneously offering unprecedented convenience. Whether it’s foundation, eyeshadow, lipstick, or blush, or more, this feature enables users to explore a range of products in real time. To make the shopping journey as seamless as possible, the feature will be able to add all the recommended products to the cart at the click of a button.
Launched in three phases, the ‘Looks Virtual Try-On’ initially features four to five stunning runway looks from L’Oréal Paris, as seen on L’Oréal’s global ambassador Alia Bhatt during the Paris Fashion Week. Users can virtually try on these complete makeup styles, from foundation to lipsticks, and seamlessly shop the products to recreate the look. The first phase includes selections from L’Oréal and Maybelline, with plans to expand to 10-12 additional brands in the next phase, and covering all makeup brands by the third. Future updates will introduce nail and hair color try-ons, creating a comprehensive beauty experience.
To enable customers to easily discover this revolutionary beauty assistant tool seamlessly and boost its visibility, the feature will be prominently showcased on the Myntra app via product page nudges and seamless integration across the app as well as through social media and influencer-led campaigns.
Speaking on the innovation, Raghu Krishnananda, CPTO, Myntra, said “At Myntra, we’re seamlessly blending technology across Beauty and Fashion and beyond to create extraordinary shopping experiences. With ‘Looks Virtual Try On’ we’re pioneering the ability for customers to virtually try on complete multi-product makeup looks directly from their devices, a step poised to be a game changer for Beauty e-commerce. Going beyond trying on multiple products simultaneously– this innovation brings the excitement of runway fashion into everyone’s homes. With this offering, we’re making it effortless and enjoyable for our customers to explore different styles and discover their perfect look. This launch represents more than just a new feature; it’s revolutionizing the way India shops for beauty products.”
Myntra’s beauty tech innovations have redefined the online shopping experience. Our Virtual Try-On feature has driven a significant 1.5X surge in product consideration and a remarkable 2X increase in conversion rates, demonstrating the power of technology in enhancing customer engagement and satisfaction. Additionally, Myntra’s AI-powered Skin Analyzer and product finder tools have revolutionized personalized shopping, allowing customers to discover products tailored to their specific needs. These cutting-edge features have solidified Myntra’s position as the go-to destination for beauty enthusiasts seeking a seamless and personalized shopping journey.