Boots.com and Kylie Cosmetics by Kylie Jenner have launched Kylie Cosmetics by Kylie Jenner, Kylie Virtual World a bespoke online shoppable augmented reality (AR) experience that enables customers to explore, virtually try on and buy Kylie cosmetics products on their smartphone via the Boots checkout system in one swipe.
Developed by creative agency, Studio BLUP, the experience is accessed via a QR code. When scanned, users enter a 360-degree virtual Kylie cosmetics world. Features include a virtual try-on (VTO) to let customers try Kylie’s Matte Lip Kits; how-to videos demonstrating product use and benefits; and shop-the-look opportunities to enable users to buy the products. These features are accessed by entering different virtual rooms within the AR experience.
Every product on show in the Kylie Virtual World has an ‘Add to cart’ button, with additional options to ‘View cart’ and ‘Checkout’. Because the AR experience is fully integrated with Boots.com, every stock keeping unit (SKU) is matched between the two, meaning users are not left disappointed by trying to buy an item that is unavailable.
Within the first few weeks of launch, the Kylie Virtual World delivered 25,500 unique visitors, with 10 per cent of all users adding products to their baskets.
This week, from 11-14 August, the Kylie Cosmetics by Kylie Jenner, Kylie Virtual World will be on show at Kylie Glam Park, a four-day event in East Piazza Covent Garden, London. The event will include bespoke make-up and skin consultations, games and giveaways.
As part of the event, Studio BLUP is offering Virtual Try Ons (VTO) via a digital screen. Customers visiting the Glam Park will have the opportunity to virtually try on Kylie's products while enjoying a make-up consultation by Kylie Cosmetics by Kylie Jenner make-up artists. Customers will be able to scan the QR code to open their camera, projecting their faces on the big screen, where they will be able to try on Kylie’s lip kit shades.
“It's been a great opportunity working with Studio BLUP to bring such engaging and relevant tech to customers shopping on Boots.com via this Virtual Reality World,” said Ruana Di Marco, Head of Digital Content & Activation at Coty. “Updating the experience now to reflect the Glam Park event in London makes it even more meaningful and shows our commitment to staying relevant and agile.
Delivering this experience has been incredibly fulfilling and we look forward to continuing to combine tech and commerce whenever it makes sense for our brands."