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Subscription box retailer finds beauty in AR

BoxyCharm model

BoxyCharm is letting customers try on products without opening the box.

The online subscription box retailer, which sends a monthly shipment of customized cosmetics products, is offering a virtual try-on feature to users of the Lightricks Facetune 2 selfie editor app. The collaboration features an exclusive in-app feature based on augmented reality (AR) technology. 

With Facetune2’s new AR-powered filters, BoxyCharm customers can apply six shades of the Dose of Colors eyeshadow palettes and three shades of the Iconic Lip Plumping Gloss product with one tap, to see how they’ll look with the various shades. The joint effort marks Facetune 2’s first partnership with a beauty subscription box brand. BoxyCharm delivers five full-size indie and prestige beauty products at discount to members’ doors each month. 

“We always want to surprise and delight our Charmers around the world. This exciting partnership with Facetune2 allows our members the chance to have some virtual fun with the fabulous products curated for them this October,” said Yosef Martin, founder and CEO of BoxyCharm. “BoxyCharm is committed to innovating the beauty subscription service world and this digital collaboration is the latest way we are shaking things up for our charmers.” 

Increasingly, retailers of beauty products are utilizing AR and virtual reality (VR) to provide customers a realistic digital view of how cosmetics products would look on them. Amazon is leveraging artificial intelligence (AI)-based AR technology from ModiFace to enable its first virtual cosmetic try-on experience. Customers will be able to use the front-facing camera on their mobile phone to digitally try on different shades of lipstick in a live video of themselves, or on a selfie.

In addition, Ulta Beauty offers GlamLab, an AR-based mobile app and in-store feature that enables customers to see how different beauty products would look on them. Macy’s is also using Modiface technology to enable users of its consumer app or in-store kiosks to virtually test single beauty products or entire looks, which they can share on social media.

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