QVC Aims to Leverage AR Technology To Boost Engagement

QVC is one of the best-known shopping networks in the world, most noted for its shopping channels. The retailer is now using augmented reality (AR) to boost viewer engagement with TV broadcasts.

The QVR broadcasts have begun to prompt viewers to download an AR app called YouCam Makeup. The app uses facial recognition and 3D rendering to allow users to ‘test’ products that are being demonstrated on the TV, to see how using the advertised makeup products would look on their own skin.

“Customers will have the ability to virtually try on full makeup looks from day to night created by Laura Geller herself to find the perfect colors and shades for them,” said Ellen Lennon, director of beauty merchandising for QVC. “YouCam Makeup is changing the way people shop for beauty by providing the mobile ‘try before you buy’ experience, and we are excited to bring this to our customers for the very first time.”

The launch of the AR strategy is part of a larger effort to transform QVC’s reputation across social and mobile platforms, with a recent report noting that 76% of customers currently make their first QVC purchase through the QVC.com website.

“This unique collaboration with QVC is reinventing the beauty shopping experience by giving beauty lovers the chance to try featured products before committing to a purchase,” said Perfect Corp. CEO Alice Chang. “YouCam Makeup strives to push the boundaries of innovation and continues to solve and serve all of our beauty customer and brand needs. We addressed what can be a common pain point of home shopping — return rates — and introduced a virtual trial experience to ensure shoppers could feel confident in their purchase decisions.”

QVC and YouCam are not the only company using AR to let customers experiment with beauty products. Chinese company Meitu recently introduced a similar function with the Meitu Virtual Cosmetics Counter.

VRFocus will continue to report on new uses for AR technology.