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Macy's plans to launch beauty and fragrance tech initiatives

Macy's Inc. plans to roll out interactive beauty and fragrance initiatives to enhance its customers' in-store and mobile experiences, the company announced March 4 at Shoptalk, a retail industry conference.

The augmented reality beauty feature allows Macy's app users to virtually try on more than 1,000 make-up products. The interface, which was created by augmented reality beauty company Modiface, is expected to launch in late spring, the company said.

Customers will also be able to use the feature at in-store beauty displays in certain store locations later this spring.

Macy's also announced the launch of an interface that allows customers to shop for fragrances by scent as opposed to brand name. The feature provides information on the fragrance and suggests scents that might match the customer's preferences.

The initiative, which was created in partnership with Perch, a digital retail company, is expected to launch in select Macy's locations starting in late spring.

"These enhancements and collaborations continue Macy's commitment to innovation and to building and scaling initiatives that bridge the gap between online and offline shopping, enhancing the customer experience and create meaning brand engagement," the company said in a press release.