US retailer Target has introduced an augmented reality (AR) beauty experience, enabling customers to try out makeup items without ever having to actually apply any products to their faces.

Target Beauty Studio uses real-time facial mapping technology to enable people to try on different lip colours, cheek colours, and false eyelashes virtually to help them decide if a beauty product is right for them without the mess.

Created in partnership with Perfect Corp.’s YouCam Makeup, the AR experience is available on Target.com through either mobile or desktop. The technology is also available to try at 10 select Target stores with plans to roll out to more stores later in the year.

In addition to the AR experience, Target has launched a beauty advice text service. This service offers customers advice from a Target beauty concierge representative by texting ‘BeautyChat’ to 827492 – or ‘Target’. The retailer will also soon introduce a ‘beauty chat’ on both its desktop and mobile websites.

 “When it comes to shopping beauty, our guests love to explore,” said Christina Hennington, senior vice president of beauty and essentials at Target. “With the introduction of these new initiatives, which blend physical and digital to create an enhanced experience, we’re giving Target’s guests even more convenient options to find the perfect beauty items for their unique needs.”