Target Launches Augmented Reality to Boost Beauty Sales
Target has made a move to combat shopper hesitation of buying beauty products online. The retailer just rolled out a test of its new augmented reality experience for beauty products, Target Beauty Studio, on Target.com. Through the site on both desktops and mobile phones, beauty shoppers can now virtually try on hundreds of makeup items, including different lip colors, cheek colors and false eyelashes.
The service uses real-time facial mapping technology through a partnership with Perfect Corp.’s YouCam Makeup. Target is also testing it out in 10 brick-and-mortar stores via a digital screen in the beauty department, an experience which Target plans to add to more stores later this year.
The retailer is also adding new chat services in the beauty department, including text-to-get beauty advice services and a soon-to-launch Target.com beauty chat.
When shoppers are browsing the Target.com cosmetics or skin care pages, a chat icon will pop up when the service is available. They can then click on the icon, type in a question and a Beauty Concierge representative will provide real-time answers. Shoppers can also text “BeautyChat” to “Target” (827492) to receive responses from a Beauty Concierge representative.
“With the introduction of these new initiatives, which blend physical and digital to create an enhanced experience, we’re giving Target’s guests even more convenient options to find the perfect beauty items for their unique needs," says Christina Hennington, senior vice president of Beauty and Essentials at Target.