Makeup brand CoverGirl is launching a live, web-based augmented reality experience for beauty fans.
Designed to be used directly in browsers rather than through an app, the mobile-web try-on experience will allow users to virtually apply makeup via their mobile device or desktop computer, using the live camera feature.
The concept will showcase five of the brand's new Spring 2018 beauty looks, dubbed "Perfectly Matte Lip," "Smoky Eye," "No Makeup Makeup," "Doe-Eyed" and "Bold Brow." Each look will come with a tutorial from one of the brand's influencers, and will include links to direct users to Walmart.com, where they can purchase the products involved in creating the look.
"At COVERGIRL we believe that makeup is so much more than a cosmetic -- it's a tool for self-expression," said Ukonwa Ojo, Senior Vice President of CoverGirl, Coty, in a statement. "As part of this mission, we need to show up for beauty lovers in compelling ways that resonate with how they absorb content and shop for products. This means being present when they are searching for inspiration to create whatever version of themselves they feel like being in that moment. This is why we decided to develop a tool that would allow them to try on full-face beauty looks, rather than a single product, and make these looks instantly shoppable."
The concept, which could be rolled out to other Coty brands in the future, is the latest innovative use of augmented reality within the beauty industry. Brands such as L'Oreal Paris, Charlotte Tilbury, Estee Lauder, Lancome and NYX Professional Makeup have all teamed up with various augmented reality and virtual reality developers over the past year, to offering customers a range of immersive virtual experiences or tutorials.
Designed to be used directly in browsers rather than through an app, the mobile-web try-on experience will allow users to virtually apply makeup via their mobile device or desktop computer, using the live camera feature.
The concept will showcase five of the brand's new Spring 2018 beauty looks, dubbed "Perfectly Matte Lip," "Smoky Eye," "No Makeup Makeup," "Doe-Eyed" and "Bold Brow." Each look will come with a tutorial from one of the brand's influencers, and will include links to direct users to Walmart.com, where they can purchase the products involved in creating the look.
"At COVERGIRL we believe that makeup is so much more than a cosmetic -- it's a tool for self-expression," said Ukonwa Ojo, Senior Vice President of CoverGirl, Coty, in a statement. "As part of this mission, we need to show up for beauty lovers in compelling ways that resonate with how they absorb content and shop for products. This means being present when they are searching for inspiration to create whatever version of themselves they feel like being in that moment. This is why we decided to develop a tool that would allow them to try on full-face beauty looks, rather than a single product, and make these looks instantly shoppable."
The concept, which could be rolled out to other Coty brands in the future, is the latest innovative use of augmented reality within the beauty industry. Brands such as L'Oreal Paris, Charlotte Tilbury, Estee Lauder, Lancome and NYX Professional Makeup have all teamed up with various augmented reality and virtual reality developers over the past year, to offering customers a range of immersive virtual experiences or tutorials.
0 comments:
Post a Comment