Guerlain is the latest beauty brand to jump on the augmented reality bandwagon. The LVMH-owned skincare, perfume and cosmetics house has joined forces with the technology giant Voir Inc on a concept that will allow beauty fans to virtually test out makeup products: notably, Guerlain’s new matte shades of its signature ‘Rouge G Lipstick’, which can now be tried on virtually via the Voir app and by using iPads installed in Guerlain retailers worldwide. Additional products, such as the brand’s ‘L’Essentiel’ foundation and ‘Terracotta’ bronzer, can also be tested out on screen.

"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," said Guerlain CDO Jean-Denis Mariani in a statement.

Virtual try-on of makeup products by Voir Inc - Photo: © Voir Inc

"Nothing helps a woman choosing the perfect lipstick better than trying it on," added Guerlain muse Natalia Vodianova, calling the move: "An innovative and contemporary touch from a great master of make-up tradition."

Voir provides true-to-life try-on experiences via technology that incorporates scanning and precise calibration to digitally mirror the experience of trying on makeup in-store. It can be used to create digital beauty looks, discover brands and receive makeup tips, and has been downloaded by more than 2.8 million users worldwide to date.

Guerlain is far from alone in turning to AR and AI (artificial intelligence) technologies to keep shoppers engaged. Recent examples include Perfect Corp’s new ‘AI Product Recommendations’ and ‘AI Smart Shade Finder,’ which offer custom product suggestions and instant foundation matching respectively, while cosmetics giant L’Oréal acquired the AR brand ModiFace last year, allowing it to trial virtual makeup application for some of its best-known brands, including Maybelline, L’Oréal Paris, NYX Professional Makeup and Lancôme.