Join us at the Digiday Publishing Summit from March 24-26 in Vail
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
Trump’s topsy-turvy tariffs have marketers uncertain and on edge
Execs are uncertain of the right way forward amid constant policy change.
Programmatic advertising’s endless cycle of reinvention and rot
Fixing programmatic means breaking it first.
As YouTube turns 20, here are the numbers you need to know
If there’s one thing the company wants everyone to know, it’s just how big it is.