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Virtual cosmetic counter will allow shoppers to test make up using their phone

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Shoppers may soon be able avoid the make-up counter in stores, testing products over their own phone instead, using new face-tracking technology.

Face by Holition, which launches on February 6, aims to provide a virtual cosmetic experience, enabling shoppers to use their smartphone or tablet as a mirror to try on and experiment with colours, shades and textures of makeup.

“Trying out cosmetic products in a shop can be frustrating – wrong colour, wrong look and a hand smothered with endless lipsticks and powder,” said Holition, a creative agency that uses emerging technologies and whose female developers have led development of the new technology. “The virtual makeup application allows the user to try before they buy. As it is real time, users can be as playful and creative as they like trying out the different makeup combinations: it’s not a selfie but a real-time video feed from a phone or iPad.”

Face by Holition uses face tracking technology to ‘see’ the features on a face. Virtual makeup, promises Holition, stays in place even when the user smiles, talks or nods.

Retailers can see how shoppers search for, try on and buy new products. Meanwhile, the shoppers themselves can save the results and share them with friends.

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