British cosmetics brand Rimmel, owned by US beauty group Coty, is bidding to take the increasingly densely populated world of augmented reality-powered beauty apps to a new level. It’s doing so with a live, virtual visual-effects cosmetics concept that’s not only rooted in Facebook (the place 55% of Rimmel consumers apparently choose as their first stop for beauty inspiration) but is also amplified with voice activation.
The concept uses Facebook’s in-app camera tool and was designed to coincide with the relatively recent (March 2017) launch of Facebook Stories – short, user-generated photo and video collections that, echoing a format made famous by Snapchat, can be viewed up to two times but disappear after 24 hours.
Users can try on several Rimmel eyeliner looks direct from the in-app camera, subsequently sharing them on the main Facebook app via Facebook Stories, Facebook Live feeds or posting it on their timelines. Additionally, tapping into the Alexa era of voice commands (see Invisible Marketing for more), simply saying “Wow!” will trigger the three looks to surface, one after the other.
The tool was created in conjunction with British technologists Holition, and builds on Rimmel’s 2016 Get the Look initiative targeting teens keen to copycat other people’s make-up looks (from real life or as seen on screen – see full blog for more details).
It’s currently available in the UK, US and Middle East.