The new station, an improvement from its previous AR makeup platform, allows online consumers to “test” multiple products on their own faces before buying. The platform provides “real makeup effects,” such as matte and pearl lip color finishes, the company said.
The online e-tailer said the most popular way for its “over 266 million customers” to shop is through its JD mobile app. Using the app, consumers can virtually “try on” products such as lipstick, blush, colored contact lenses and eyebrow pencils.
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.”
According to JD, the AR technology also has added features that allow consumers to “share” their looks via photos with friends.
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JD said that the new AR Styling Station is part of the company’s “broader effort to create cutting-edge and personalized shopping functions for digital-savvy consumers.” It said the technology as developed with the help of makeup industry experts.
JD said that in the last few years, China has surpassed Japan to become the world’s second largest market after the U.S. for cosmetics products. And it said that with quality of life improving in the country, mid to high-end cosmetics are becoming increasingly popular among its consumer base.
The e-tailer noted that in 2017, the average number of new customers who made high-end beauty purchases increased more than ten times the number a year earlier. Among the global brands sold on JD’s site are SK-II, L’Oréal, Clarins, Aveeno, Avène, Marionnaud and The History of Whoo. Last year, French brands were the most popular skin-care lines among consumers, while Japanese skin care and makeup brands such as SK-II posted the greatest increase in sales from the prior year.
For 2018, JD plans to introduce 200 additional beauty brands to its site. Among the new brands introduced so far this year are Biotherm, Helena Rubinstein, Philosophy and Jurlique.