Walmart is enhancing its digital offerings by introducing a virtual try-on tool, starting with its beauty department. The Walmart app on Apple iOS devices now allows beauty shoppers to virtually try on over 1,400 makeup products from renowned brands such as Revlon, E.l.f. Cosmetics, NYX Professional Makeup, Black Radiance, and Wet ‘N Wild.
Creighton Kiper, Walmart’s vice president of beauty, stated that more brands and categories will soon be added to the virtual try-on technology. The company is in a rapid iteration mode, aiming to expand the tool beyond eye shadows, lipsticks, and bronzers to include mascara, lip liners, nail polish, and hair color. This initiative aligns with Walmart’s broader strategy to integrate technology into its lifestyle categories, such as fashion and home.
Kiper noted the fun and gamified aspect of virtual try-on, which resonates with customers who enjoy filters and social media platforms. Walmart plans to leverage this engagement and explore further possibilities, including generative AI, to enhance customers’ confidence and convenience in their product selections.
The introduction of virtual try-on aligns with Walmart’s goal of personalization and providing customers with a seamless shopping experience wherever they are. Kiper emphasized that Walmart aims to be the closest Walmart store in customers’ pockets, catering to their individual needs and preferences.
Walmart’s beauty department is performing exceptionally well digitally, with significant growth in skincare, hair products, and cosmetics. The company’s inclusive hair strategy has yielded positive results, while the cosmetics segment continues to thrive.