What is virtual try-on and how does it work?
virtual try-on is an augmented reality technology that uses the phone or computer camera to overlay a product, such as glasses, a lipstick, a watch or a garment, on the customer's live image. It lets them "try on" the product without having it physically, and it can work in the browser, without installing any application.
How it works
- Activation: the customer presses a button on the product page or scans a QR code.
- Camera permission: the browser asks for access to the camera.
- Detection: the system recognises the face, the hands, the feet or the body using computer vision.
- Product placement: a 3D model (or a colour layer, in the case of make-up) adjusts to the user's position, scale and movements.
- Lighting and realism: it adapts to the ambient light so that it looks natural.
- Interaction: the customer changes model, colour or size, takes screenshots and can buy or share.
Which products it supports
| Category | Examples | What is detected |
|---|---|---|
| Glasses and eyewear | Frames, sunglasses | Face |
| Beauty | Lipsticks, eyeshadows, foundations, hair dyes | Face |
| Jewellery and watches | Earrings, necklaces, rings, watches | Face, neck, hands, wrist |
| Footwear | Trainers, shoes | Feet |
| Clothing and accessories | Caps, scarves, garments | Head, body |
| Nails | Nail varnish, designs | Hands |
Each category uses a different technology and has its own level of maturity. Footwear and full clothing are more complex than glasses or make-up.
Why it matters to a brand
- It reduces uncertainty for the customer before they buy.
- It improves the experience of shopping online, especially in categories where personal appearance is key.
- It increases time and engagement with the product.
- It can reduce returns in the categories where fit and appearance matter.
- It generates shareable content (screenshots and videos).
- It provides data on the most tried products.
- It works in a physical store (smart mirrors, screens, a QR code on the display).
Results depend on the category and on how it is implemented; see can it increase conversion?.
Where it can be offered
- Product page on the online store.
- Marketing campaign with a QR code or a link.
- Social media, with filters.
- Physical store: mirror, screen or phone.
- Events and trade shows.
- The brand's own application.
Web or app
Today it is common to offer it in the browser, with no download. The brand's own application makes sense if an app with a user base already exists, or if advanced features are required. More in web vs in-app try-on.
Keys to a good experience
- 3D models true to the real product.
- Stable tracking of the face or the body.
- Realism: correct lighting, shadows and proportions.
- Loading speed.
- Operation on different phones and browsers.
- Privacy: the camera image is processed on the device when possible, and this must be explained clearly.
Limitations
- It does not replace the touch, the weight or the real fit of a garment.
- It depends on the quality of the camera and the light.
- It requires 3D models and accurate data for each product.
- Accuracy varies by category.
Key ideas
- Virtual try-on uses the camera to overlay products on the user.
- It works very well for glasses, make-up, jewellery and watches; for clothing and footwear it is more complex.
- It can be offered in the browser, without an app.
- It improves the experience and can help conversion and returns.
- It needs faithful models and a good implementation.
Frequently asked questions
Do I need to download an app?
Not necessarily. It can work in the browser.
Are the camera images stored?
It depends on the solution. The user must be informed and, whenever possible, processing should happen on the device.
Does it work on iPhone and Android?
Yes, with differences in performance depending on the device.
How long does it take to implement?
It depends on the number of products and the integration. A pilot with few references is the recommended approach.
More guides on this topic
How to add AR product visualisation to an online store
A guide to adding AR product visualisation to an online store: 3D models, formats, integration on the product page, platforms, performance, analytics and best practice.
How to create an interactive retail campaign with QR codes and augmented reality
A guide to creating an interactive retail campaign with QR codes and augmented reality: concept, touchpoints, mechanic, reward, legal points, launch and measurement.
How to measure virtual try-on performance
Metrics for measuring a virtual try-on: usage rate, time, conversion, order value, returns and satisfaction. A/B test, attribution and how to avoid bias.