Macy’s introduces virtual 'try-ons' for more than 1,000 beauty products

In partnership with Modiface, the new service will launch in-store and via the retailer’s app

US-based department store chain Macy’s has partnered with Modiface to bring customers virtual try-ons for more than 1,000 of its beauty products.

Following a successful pilot in 2018, the service will roll-out via the app to customers later this year.

The line-up of brands will include products for face, eyes and lips.

Commenting on the new service, Jennifer Tidy, Modiface's Senior Vice President of Partnerships said: "We are thrilled to be partnered with Macy's to bring AR technology to their consumers to enhance their shopping experience.

"Allowing shoppers the ability to virtually try products on helps provide assurance in the products they choose to buy by eliminating any uncertainty and providing a more personalised consumer journey."

Macy’s hopes the technology will help customers as they shop for beauty products as it will showcase specific looks as well as individual products.

Customers will also be able to share their looks on social media and with their contacts.

The AR technology will also be available to customers at select locations nationwide later this spring.

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