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Brief Published: 26 Jul 2017

New Virtual Beautician App Delivers Bespoke Tutorials


Developed in the UK, Wow How is an innovative new mobile app that aims to revolutionise the way users learn to apply make-up. Launched in May 2017, it employs augmented reality (AR) and mobile technology to deliver a combined learning tool and virtual beautician.

Using interactive facial recognition technology to consider face shape, skin tone and individual facial features, the app offers guidance through a range of make-up looks. These looks can be viewed on a 3D mannequin that mirrors the user’s face before purchasing the corresponding tutorial.

Although a multitude of new analytical apps are now helping consumers make informed beauty choices (see Future Beauty: Connected Cosmetics), Wow How’s unique selling point is its ‘Look & Learn’ feature, where split-screen technology allows users to view and apply make-up looks in real time on their own face while following the virtual beautician’s visual and verbal directions on the mannequin. Users can then make purchases from affiliated retailers based on their outcome, helping to inspire consumers’ choices and to eliminate any element of risk. 

This launch highlights the ceaseless potential of AR within the at-home beauty market, and how cosmetics brands can utilise this technology as a tool for educational, marketing and e-commerce potential. Wow How also taps in to the burgeoning trend for user-specific and personalised beauty – see Future Beauty: Perfecting Bespoke –  and encourages confidence and experimentation among consumers.

Wow How is available to download for free from Apple’s App Store and will soon be made available for Android. 

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