Meitu has announced the launch of a new AR experience for its MakeupPlus app. Counter is a virtual cosmetics counter, allowing users to try on and shop products in augmented reality via their hand-held devices.

Available worldwide, Counter features 100s of lip products from Charlotte Tilbury, Sephora, Max Factor, Armani, Lancôme, YSL, Clinique and Bobbi Brown, simulating the department store experience. The app’s technology applies the product to the user’s lips in real time, accurately portraying different finishes such as matte or shimmer.

“Meitu consistently pushes the boundaries of possibilities when applying AR and facial recognition technology to the world of beauty,” said Frank Fu, Managing Director of Meitu’s global operations. “The technology in Counter offers brands the ability to engage with shoppers like never before – allowing them to experience the product from anywhere at any time. Meanwhile, brands will be able to gain valuable insight into the try-on experience and access essential regional color preferences from millions of MakeupPlus users around the world.”