JD.com, China’s largest retailer, has launched a new feature on its JD mobile app that allows consumers to try makeup virtually.

Similar to ideas under consideration or in testing by Amazon and Alibaba Group using a “smart mirror” concept, JD.com relies on smartphones to provide the AR effect.

The new feature, JD’s “AR Styling Station,” is an upgrade from its previous AR makeup platform. JD.com launched this upgrade at its annual “Butterfly Festival” in Beijing where leading beauty and fashion brands showcase the latest products and industry trends to potential consumers.

The festival is attended by leading global brands such as L’Oreal, SK-II, Maybelline, and Olay, as well as Chinese celebrities.

In-Home Experience

Testing makeup has always been a bit difficult for eCommerce consumers. Unlike an in-store experience shoppers had to guestimate how a color or style may look on their face or with other clothing and accessories.

Using smartphones is an ingenious way for anyone to try on makeup in the privacy of their home. They can even use existing makeup they have at home and try to augment it with makeup they are considering to purchase.

“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 personalized and interactive.”

Carol Fung, President of JD FMCG

U.S. Business intelligence firm L2inc predicts that China will become the largest market for cosmetics by 2020. This growth provides JD.com an opportunity to provide a growing Chinese middle-class with major Global brands.

While JD.com global expansions are still in its infancy, this type of forward thinking concept utilizing existing hardware may come to the U.S. and Europe soon.

It is definitely exciting to see how the eCommerce shopping experience is transforming and one has to consider that such AR and VR advances are likely going to first come out on marketplaces that have the computing resources to make them happen.

What do you think of using a smartphone as a “smart mirror” utilizing AR? Head over to our Facebook Discussion Group or use the comments section below.

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