Avon is launching a new virtual try-on online shopping experience across nine of its markets, including the UK.

Consumers will be able to try on over 400 make up products with the new AI and augmented reality (AR) technology, which the beauty brand says will provide “hyper-realistic” results.

The new service will initially launch in the UK, South Africa, The Philippines, Italy, Poland, Russia, Romania, Czech Republic, and Turkey.

The technology, provided by Perfect Corp., will enable customers to try on products through their mobile camera or webcam on desktop. Avon reps are also able to offer their customers the experience.

The AR technology can automatically identify unique facial features, such as eye and eyebrow shapes, which the company says provides a "realistic" virtual try-on experience.

“This type of beauty technology isn’t widely available in the mass beauty market. Until now, it has only been prestige brands offering this type of brand experience," said Alex Long, head of omnichannel global marketing at Avon. “We’re really excited about the potential of this technology to help Avon by enhancing the shopping experience. Whether shopping online or through a beauty advisor, customers can get a truly personalised experience and be confident in their purchase.”

The move comes weeks after Amazon partnered with Snap to allow users of the social media platform to digitally try on eyewear products in the app before purchasing through the e-commerce giant.

The new virtual try-on service uses augmented reality to provide the interactive experience for Snapchat users. Amazon and Snap plan to add different products to the new feature in the future.

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