Asos has unveiled its push into online beauty with the launch of a new campaign ‘Go play’.

The campaign will encourage customers to discover products from its new ‘Face + Body’ beauty range.

As part of the launch, Asos will be hosting a experiential consumer event in London on 9-10 September, while it will also be using augmented reality (AR) technology to enable customers to virtually try on make-up from its Face + Body product range.

Asos has also worked with Snapchat to create a bespoke lens which is available today via an exclusive Snapcode before it is made available across the UK on 9 September.

Asos will be competing with e-tailers such as Feelunique and Birchbox with the launch of its own beauty box which will allow customers to test products prior to purchase for £12. A new box will be launched monthly with a different theme.