Professional make-up brand Cargo Cosmetics and augmented reality specialist FaceCake Marketing Technologies have launched an innovative shopping platform, known as CAKE, which enables users to ‘try on’ make-up products in real time using a webcam and desktop or smart phone.

Hailed as ‘an in-store experience online’, users can virtually try on products in real-time augmented reality as though they are looking in a mirror. From different shades of eyeshadow, to the ‘plumping effect’ of a lipstick, shoppers will be able to test different products and share selfies of their photo via social media or email.

“Cargo is a forward-thinking brand well known for its color cosmetics and award-winning design. They have been a great partner on this innovative launch,” said Linda Smith, Founder and CEO of FaceCake. “While mobile shopping is on the rise, most fashion and beauty purchases are still made online; CAKE offers instant engagement for shoppers both online and mobile with an augmented reality experience that gives them the confidence they need to make purchase decisions.”

Brian Robinson, President of Cargo Cosmetics added, “Cargo is known in the beauty industry for bringing innovative, new ideas to the market. We’e excited to be aligning with a cutting-edge platform such as CAKE. CAKE provides a first of its kind experience to our online and mobile consumers that will change the way they shop. We see virtual Try-On technology as he future of e-commerce and online spending and are very proud to be at the forefront of this digital revolution.”