Whole Foods Market is rolling out a virtual makeup testing tool in its stores, according to a press release on Monday.
Using their smartphones, Whole Foods shoppers can scan a QR code on in-store displays to virtually try on beauty products, the company said.
Mineral Fusion's virtual try-on tool, which uses Perfect Corp.'s artificial intelligence and augmented reality technology, allows customers to access the beauty brand's full range of cosmetics through an online portal.
Whole Foods forecast this year that consumers will continue to simplify their beauty routines.
"The beauty industry has seen significant consumer shifts this year due to COVID-19," Amy Jargo, global beauty buyer at Whole Foods, said in a statement. "Customers are looking to streamline their beauty routines, while also seeking out brands that align with their values like those that limit their environmental impact with waterless and upcycled products."
The Amazon-owned grocer has been active in the beauty space, from celebrating an annual beauty sale to making annual trend predictions.
Grocery retailers have the advantage of frequent repeat customers, but they'll also need to distinguish themselves from other beauty and wellness retailers. Hy-Vee is adding nail salons to several stores this year, with the first one set to open early next month. Natural Grocers staged a body and beauty care promotion earlier this year offering product samples and discounts on its natural and organic assortment.
Mineral Fusion's partnership with Perfect Corp. is indicative of how customers shop for cosmetics today, Alice Chang, CEO of Perfect Corp, said in the announcement. Chang pointed to customers having a personalized in-store experience using AI technology through their smartphones.
"The Virtual Try-On-Tool is a safer alternative to testers allowing online and brick-and-mortar customers to find the products and the shades of their choice. Shoppers can try on shades using a preselected model image, uploading a photo, or even via live cameras," Stella Huang, director of digital marketing for Mineral Fusion, said in a statement.