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Retail
Published: 5 Aug 2016

Rimmel: Copycat Cosmetics AR App

Cosmetics brand Rimmel and technologists Holition (both British) have produced Get the Look – a 3D augmented reality (AR) app with advanced facial recognition technology that targets teens hungry to copycat cosmetic looks.

It works in four stages:

Steal the Look: Users point their phone camera at a face (printed, digital or a real person) to ‘steal’ a look, which gets locked into a face-shaped frame on screen. Artificial intelligence analyses the details – such as mascara, eyeshadow, lipstick, blusher and foundation – creating an AR replica to be overlaid onto the user’s face.

Virtual Product Trialling: The virtual overlay – viewable by reversing the camera, as when taking a selfie – draws the closest matching products from Rimmel’s range of 300 items. Synchronised to facial movements, the AR make-up stays in place when the user smiles, talks and turns, as if looking in a mirror. Looks can be altered in real-time by changing colours or adding additional products. Users also can try out pre-saved Rimmel looks.

Get Social: Looks can be shared via social media or submitted to the Steal the Crown community – a consumer-generated content section, primed for R&D insights.

Shopping: The products used in each look are displayed in a ‘shopping list’ tab. Users can tap individual products to buy instantly via redirection to Google Shopping. This displays all retailers currently offering that product, allowing shoppers to compare prices and delivery details. Despite redirection, the process remains in-app. Integration of Rimmel’s own e-commerce assets is planned.

See also Teen Targeted Beauty: Retail and E-Beauty: Digital Device Boom

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