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AR and VR innovations in beauty

Since Snapchat introduced its “Lens” feature in September 2015, using real-time face detection technology to add filters onto snaps, we’ve been experimenting with turning ourselves into dogs, fairy princesses even Santa. But some of the social network’s most popular filters are those that beautify – subtly perfecting skin and retouching imperfections like a professional airbrusher.

In June 2016, L’Oreal Paris became the first beauty brand to sponsor a lens on Snapchat to promote its Silkissime Eyeliner and launched a second in October 2016, highlighting the serious opportunity which filters can provide for advertising.

Now, a whole host of augmented and virtual reality apps allow us to try on make-up from the comfort of our own homes, offices, during our commutes… So we can realistically see if a certain product or shade will suit us. Including whether that baby blue eyeshadow should really make a comeback. We expect such offerings to boost online cosmetics sales as VR provides a possible solution to the risk of purchasing an unsuitable product, like the wrong shade of foundation.

 

Dive Brief:

• NYX Professional Makeup is partnering with Samsung for an in-store virtual reality experience, according to a company press release. NYX said it will use Samsung’s Gear VR Controller technology, which is powered by Facebook’s Oculus platform, to create virtual makeup tutorials.
• The “Impossibly NYX Professional Makeup” experience, as it’s been dubbed, gives customers access to three makeup tutorials led by video bloggers Kristen Leanne, Mykie (or “Glam & Gore”) and Karen Sarahi Gonzales, followed by a discount on the featured items.
• The experience will be available starting Dec. 18 at select stores, and the brand, part of L’Oreal, is planning a larger rollout over the course of 2018, with the aim being to create a more personalized experience for customers.

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