Snapchat has launched a new feature in the US and UK that will enable users to trial products in virtual reality and purchase them within the app, according to a report published by The Drum.

The ‘Shoppable AR’ as the social media app is calling its latest launch will allow advertisers to add a button on to any AR lenses they are running on Snap. The button will connect users with the client’s online store or app and enable them to purchase products in a single click.

Coty is said to among the first to trial the new function via its Clairol brand. Users can try different hair colors in augmented reality before purchasing products on its e-commerce site.

“Shoppable AR lenses give brands a new way to leverage our unique scale to drive real and measurable ROI, whether that’s through sales, downloads, lead gen, or video views,” said Peter Sellis, Snaps’ Director of Revenue Product, per Business Insider.