THE WHAT? L’Oréal has utilized AR reality developer Modiface to launch a new virtual try-on tool for its Essie nail brand, named Essie On Hand.
THE DETAILS Having purchased Modiface in 2018, the developer has created a web-based try-on salon that allows consumers to virtually try on Essie nail polishes by either uploading a photo or using their smartphone to track finger and nail movement.
Without having to use an app, shoppers can then add their desired nail color directly to their cart on the Essie website, before being directed to brand retail partners such as Target, Ulta or CVS to complete the sale.
The tool includes a QR code that will allow consumers to virtually try on nail colors in-store before they purchase.
The new service features the brand’s Gel Couture line of 75 shades. Colors and features are expected to increase.
THE WHY? As the world evolves and adapts to a new normal in a post-pandemic world, brands are pulling out all the stops to replicate the tester and sample options of old.
Carolyn Holba, GM, Essie Worldwide, said, “Essie designs and creates all of our products with impeccable nuanced color and precise and easy application. Our new Essie On Hand virtual try-on salon is no different! It’s the highest standard in nail try-on services to make discovering Essie colors fun, easy and accessible.”