We use cookies to give you the best personal experience on our website. If you continue to use our site without changing your cookie settings, you agree we may place these cookies on your device. You can change your cookie settings at any time but if you do , you may lose some functionality on our website . More information can be found in our privacy policy.
Please provide more information.
Stylus no longer supports Internet Explorer 7, 8 or 9. Please upgrade to IE 11, Chrome, Safari, Firefox or Edge. This will ensure you have the best possible experience on the site.
Brief Published: 5 Jul 2016

Max Factor x Blippar: Contextual AR Beauty E-Tail

Max Factor X Blippar

Playing a strong omni-channel card, US cosmetics brand Max Factor has partnered with British augmented reality specialists Blippar on an app that surfaces interactive, product-specific digital content for nearly all of its entire portfolio of 500 products.

The mobile app uses image recognition tech via scanning – or ‘blipping’ – the barcode to identify a product the user is pointing their phone at, whether in store or at home. The app then reveals a menu of options including 'before and after' images, independent customer reviews, make-up tips and additional colour choices. Users are also given the opportunity to buy on the spot. For more on image recognition, see Harnessing the Hunt: Retail’s New Search Strategies.

Max Factor has stated that the tool will become increasingly personalised over time – including functionality that targets users with relevant offers, ads or products in real-time, as they browse.  

The tool identifies the value of creating brand touchpoints that facilitate a direct connection between physical goods and a wealth of digitally archived information and advice. According to Blippar, 70% of women worldwide research beauty products online, but 90% still buy in physical destinations (see also Packaging Futures 2016/17 and Smart Stores: Connected Flagships).

Blippar is burrowing heavily into the retail space this year with concepts grounded in instant physical-digital connections. In June it worked with Visa Europe Collab – the innovation hub of the financial services giant – on a direct-from-the-show beta retail concept with UK fashion designer Henry Holland. See full blog post for more.

See also Bespoke Beauty: New Retail Strategy, Personalising E-Tail and Dior Digi-Tool Aids Beauty Assistants