Nine spots left to join us in NYC on July 15

With L’Oréal’s Makeup Genius app, curious drugstore beauty customers can try a bold smoky eye without making a purchase. Through Urban Decay’s Vice Lipstick app, the more adventurous can try on lipstick shades in Jawbreaker (a bright purple), Heroine (a dark blue) and Trick (a metallic gold) before buying. Anyone contemplating a new hair color can download Conair’s Virtual Hairstyle Makeover app to test out shades before hitting the dye bottle. This app’s hairstyle feature can also answer the persistent question, “should I get bangs?”
Augmented reality has infiltrated beauty, with individual brands like L’Oréal and Covergirl and retailers like Sephora and Ulta releasing apps that lay products over faces of customers willing to download and try them out. And while each app claims a unique approach, 46 of these hair, beauty and skincare brands have one thing in common: Their augmented reality experiences are powered by technology company Modiface.
To read the rest of this story, please visit Glossy.
More in Marketing

Sam’s Club sees initial success with digital checkout
Sam’s Club’s CFO said at an investment conference that “if we fast forward into the future,” there will probably be no checkout registers.

How employment is projected to transform in media during the AI era
Experts offer pointers on how to future-proof your career or re-enter the job market in a period of disruption.

Retail media hits maturation curve, eyeing brand budgets with full-funnel makeover
Retail media networks like Walmart, DoorDash, and Instacart recently unveiled new tools and partnerships, signaling a push beyond conversions toward full-funnel brand budgets.