EXPERIENCE
GUCCI LEADS LUXURY IN THE VIRTUAL TRY-ON SPACE
Written By:
ALEX HUMMEL Strategist, Ogilvy
Many of my friends and colleagues have long enjoyed Warby Parker’s Virtual Try-On feature which, by overlaying the product onto the live image of their face, allows mobile app users to see what a particular pair of glasses looks like on them. The feature, which debuted in 2019, drove increased at-home orders and gave Warby a competitive edge amongst similar eyewear companies. Recently, other brands have also entered the virtual try-on mobile app space. Among them is famed luxury brand Gucci, which goes beyond Warby Parker and others in its variety of categories, including try-on features for make-up, beauty looks, sneakers,
lipsticks,
nail
polish,
décor,
eyewear, hats and watches. I discovered this feature when a friend recommended Gucci nail polish. To my surprise, the app does an excellent job of displaying a variety of nail colors, employing technology that keeps the polish on as you move your hand.
92
