VOIR has launched a collaboration with Guerlain under which VOIR’s technology enables customers to try-on Guerlain makeup products instantly with the use of augmented reality.

Customers can try-on tens of makeup products within just a few minutes.

Guerlain is a beauty brand and this initiative is part of its strategy to be at the forefront of new digital beauty age.

Beginning this month, the beauty brand has  just introduced matte shades of the Rouge G Lipstick.

The shades have become available for virtual try-on using iPads installed in Guerlain retailers across the world. Customers can also try on the shades using VOIR app available for download in the App Store.

VOIR’s solution offers try-on experience driven by ‘proprietary technology of digitisation’. This technology helps in processesing physical makeup products by scanning, precise calibration and then producing digitised products that can be used in augmented reality.

Due to precision of proprietary 3D rendering, customers can experiement digitised products with results just as in real in-store try-on.

VOIR CEO Dmitry Koltsov said: “We are excited about the collaboration with Guerlain. Together we are reinventing the digital beauty world and staying ahead of fast-moving beauty trends.”

Guerlain CDO Jean-Denis Mariani said: “Consumers don’t just want to buy something, they want a great customer experience that complements the product; And when it comes to make-up products, we know that it could be difficult for some of them to buy it without testing it.

“As a result, we worked closely with our partner VOIR to develop a customized virtual try-on tool, allowing our consumers to test in-store many shades of our make-up products notably our star products like Rouge G lipsticks, L’Essentiel foundation or the legendary Terracotta, before buying it. Create seamless experiences, removing all friction points during the whole consumer journey is one of our top priorities.”

Guerlain muse Natalia Vodianova said: “Nothing helps a woman choosing the perfect lipstick better than trying it on. With Rouge G, Guerlain makes you try all the wide selection of beautiful shades not only physically, but also virtually on iPads in stores and even on your smartphone with VOIR app for the very first time. An innovative and contemporary touch from a great master of make-up tradition.”

A part of LVMH, Guerlain is a French perfume, cosmetics and skincare house. VOIR app is available in the App Store and has been downloaded by more than 2 800 000 users across the world.