Augmented Reality by DOUGLAS – the BEAUTY MIRROR turns online shopping into a true shopping experience 

In the make-up world, shopping online can be difficult for many customers. If, for example, you don’t know exactly which product you need in which colour, you may get the wrong tone. To counteract this, DOUGLAS has introduced the innovative BEAUTY MIRROR in the app: An augmented reality application within the DOUGLAS app that allows customers to virtually test make-up products. In this blog post, you can find out how DOUGLAS uses this concept to offer its customers in the online shop advice that almost feels like at the counter in the store and how the Beauty Mirror Brands benefit at the same time. Enjoy reading!  

What exactly is Augmented Reality?  

Augmented Reality has been on everyone’s lips for a few years now. Whether it’s AR games, virtual gyms or other things that computer-assistedly extend our reality – AR techniques are becoming increasingly popular with companies and private individuals.   

But what exactly is augmented reality? As mentioned above, it is the extension of the reality we know through computer-based systems. Mostly, this involves visual augmentation, such as through:   

  • popular games like “Pokemon Go” in which the real world is visually supplemented by characters from the game or   
  • so-called smart glasses, which look like normal glasses to outsiders, but project a lot of information to the wearer about the things he or she is looking at.   

Other AR systems that are already in widespread use are, for example, fitness mirrors with virtual trainers that can be placed in one’s own living room to save space, or apps from various online retailers that can be used to try on or test products virtually. The latter also includes the DOUGLAS BEAUTY MIRROR, which has complemented the benefits of the DOUGLAS app since 2019.  


The principle of the BEAUTY MIRROR by DOUGLAS is simple. The DOUGLAS app has to be installed on the smartphone and then you are ready to go: With the help of the camera, the customer is projected into the app and they can virtually test various products from the “decorative cosmetics” segment. Whether it’s mascara, lipstick or rouge – the BEAUTY MIRROR makes it possible to test make-up products while shopping online.   

The possibilities of the BEAUTY MIRROR  

Although the BEAUTY MIRROR is a virtual consultation, it offers many different options that are also available during an in-store consultation. For example, customers can test products in the decorative cosmetics segment – provided they are listed in the BEAUTY MIRROR range – and thus pick out the right colour for them: Let’s say customer XY is interested in a concealer from MAC, but doesn’t know which shade he needs. With the help of the BEAUTY MIRROR, he can virtually test his way through the colour selection of the concealer in just a few steps and thus find his ideal “match”.  

Another option available with the BEAUTY MIRROR is that of beauty mirror looks: here, customers can choose from make-up looks that have already been put together and test them in the app. If they like the look on themselves, they can add all the products they need for it to the shopping basket with just a few clicks and then order them. In addition, the beauty mirror looks option includes practical step-by-step tutorials that make re-doing the make-up at home a breeze.   

The technology behind our Augmented Reality  

The technology behind DOUGLAS’ BEAUTY MIRROR was developed by ModiFace, a company owned by L’Oréal. The Toronto-based company was founded in 2006 and has since specialised in the development of intelligent AR solutions in the beauty industry. With ModiFace, L’Oréal is pursuing the goal of offering customers a completely new experience when shopping online for products in the beauty segment. They always follow the same principle in their solutions: with the help of the smartphone camera, customers scan their face and project it into the respective app. Mascara, lipstick and the like can then be placed in the right places on the face. In this way, customers can test products on the web before buying them.  

The selected BEAUTY MIRROR range  

The BEAUTY MIRROR range contains over 5,000 different products that DOUGLAS customers can test virtually. Whether foundation, lipstick, concealer or mascara – the product selection available in the BEAUTY MIRROR is large. The range also includes brands from all price categories. In addition to drugstore brands like Catrice or Maybelline, high-end brands like Armani, MAC or Dior can also be found here.   

What advantages does the BEAUTY MIRROR have for customers, participating brands and DOUGLAS?  

This tool can be particularly helpful for users who are new or inexperienced in the topics of “beauty” and “make-up” and do not know exactly which products are right for them and which looks and colours suit them. Since the technology of ModiFace. is particularly advanced, it can be guaranteed that the colours and finishes of the products are faithfully reproduced in the app.   

But the BEAUTY MIRROR also has many advantages for DOUGLAS as a company. By determining preferences in decorative cosmetics, the user profile of the user can be expanded: The selection of products suggested to customers for purchase can be better determined. The chance of better matching preferences and tastes is maximised. This also increases the success of the ads used.   

In addition, customers can increase the probability of a correct “match” by using the BEAUTY MIRROR, which in turn reduces the likelihood that they have made a mistake in tone, for example.   

Furthermore, the “beauty mirror looks” can generate additional sales. If, for example, customer XY is interested in a new blusher, but discovers the matching lipstick through this function, there is a high probability that she will also order it – although she actually only intended to buy a blusher.   

What’s more, the BEAUTY MIRROR is, simply put, a tool that is fun to use and encourages people to try things out. Customers enjoy such gimmicks and innovations, which is why the BEAUTY MIRROR is a “customer magnet”.   

The BEAUTY MIRROR – the conclusion on Augmented Reality by DOUGLAS  

Augmented Reality in the form of the BEAUTY MIRROR is an enrichment for the DOUGLAS online shop. With the help of the app, customers can enjoy advice that is almost the same as at the POS in the store. The BEAUTY MIRROR is an excellent tool especially for users who do not yet dare to order products in the beauty segment blindly on the web. But even professionals in the field can use the function to discover many new products. By trying out different looks and saving favourite products, one’s own profile can be expanded. Through this addition to the CRM data, it is possible to play personalised ads on the shop view of customers.   

On the whole, Augmented Reality on the web offers a lot of advantages for companies and customers. Especially with applications like the BEAUTY MIRROR, customers can be won over, sales can be increased and customers can be offered advice as if they were at the POS.

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