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JD.com launches new AR/VR features for beauty products

Chinese online retail giant JD.com has launched new AR/VR makeup features on its website to help customers test multiple cosmetics on their faces at once with real makeup effects, such as matte and pearl lip colour finishes, before buying.

HEALTH & BEAUTY

JD.com launches new AR/VR features for beauty products

Chinese online retail giant JD.com has launched new AR/VR makeup features on its website to help customers test multiple cosmetics on their faces at once with real makeup effects, such as matte and pearl lip colour finishes, before buying.

Launched at the company’s annual “Butterfly Festival” in Beijing where leading beauty and fashion brands showcase the latest products, JD’s “AR Styling Station” is an upgrade from its previous AR makeup platform.

Using the JD mobile app, consumers can virtually “try on” products such as lipstick, blusher, coloured contact lenses and eyebrow pencils.

The launch of AR Styling Station is part of JD’s wider plans to create more personalised shopping experiences for online shoppers.

Carol Fung, president of JD FMCG, said: “Through AR/VR we’re able to give customers the interactive experience they get in-store, while offering the convenience of having their favorite products just clicks away from arriving at their doorstep.

“As more customers flock to JD for their beauty needs, we’re excited to work with our brand partners to use new technology to make the customer experience more personalised and interactive.”

Business intelligence firm L2inc has predicted that China will surpass the US to become the largest market for cosmetics products by 2020.

JD said it has seen an increase in consumers purchasing international beauty brands over the last two years. In 2017, the average number of new customers who made high-end beauty purchases increased by more than ten times on the previous year.

To capture the burgeoning online market for high quality international products, JD has launched sales from brands such as SK-II, L’Oreal, Clarins, Aveeno, Avene, Marionnaud and The History of Whoo in 2017. French brands such as L’Oreal proved the most popular skincare brands among consumers in 2017, while Japanese skincare and makeup brands such as SK-II showed the greatest increase in sales from the previous year.

JD will introduce about 200 more high-end beauty brands to Chinese customers in 2018. Since the start of the year, Bourjois, Biotherm, Helena Rubinstein, Philosophy and Jurlique have all launched stores with JD.

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