BEAUTY CARE

Sephora expands augmented reality try-on offering

BY Deena M. Amato-McCoy
SAN FRANCISCO — Sephora is upgrading its app-based digital makeover experience.
 
The beauty chain is expanding the functionality of its Sephora Virtual Artist, an augmented reality-based feature on its mobile app that enables shoppers to digitally try on make-up. The app’s new Cheek Try On service allows users to virtually try on over 1,000 shades of cheek color, including blush, bronzer, contour, and highlighter shades available in single colors and palettes. 
 
As users choose their favorite shades, a list of the top matching colors available from Sephora is quickly returned to the user. Matches can be immediately tried on in Virtual Artist then purchased in app.
 
The Sephora Virtual Artist also enables users to virtually try on an assortment of lip colors and false eye lash styles. The tool integrated the ability to try on thousands of shades of eyeshadows earlier this spring.
 
The retailer has made other enhancements to its Virtual Artist service, including integrating its virtual try-on services with its library of “Expert Looks.” Once customers test their preferred cheek shades, they can pair their favorites with lip and eyeshadow colors and false lash styles. Users can then save their favorites to “My Looks” and share them with friends.
 
Sephora’s app also added a “Color Match for Virtual Try On” feature. The service uses artificial intelligence to detect and accurately estimate the shade in any photo and match it with a lip, eyeshadow or cheek products available at Sephora. 
 
The Color Match feature dovetails into the beauty retailer’s Color Match for lip, a service available within the Sephora Virtual Artist bot on Facebook Messenger. By adding the feature into the Sephora app, users can use their smartphone camera to snap a selfie. AI deciphers the image, and suggests a predominant color. Customers can pick any color from the list of available matching shades, and make a purchase through the app.
 
iOS users can download the app in Apple Store. Android users can access it in Google Play.
 

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Real Techniques artists win Glamour YouTubers of the Year award

BY David Salazar

LONDON — Sam and Nic Chapman, the makeup artist sisters behind popular beauty YouTube channel Pixiwoo, won big at the Glamour Awards on June 6, Paris Presents announced Wednesday. The duo, who helped design the Real Techniques by Sam and Nic line of makeup tools with Paris Presents, won YouTubers of the Year at the 14th annual event.

Following the win, the sisters tweeted out their thanks to Glamour, their communications team and Real Techniques.

“Our YouTubers of the Year are @pixiwoos and @nixiepxi – congratulations Sam and Nic,” Glamour UK tweeted when the sisters won their award.

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BrandZ ranks top personal care brands by value

BY David Salazar

LONDON — WPP and Kantar Millward Brown’s latest BrandZ Top 100 Most Valuable Global Brands ranking is emphasizing customer connection. The brand that took the top spot in the personal care category was L’Oréal Paris which BrandZ said grew its brand value 2% in the last year to $23.9 billion through efforts to focus on customers, the companies said.

The total value of the BrandZ Personal Care Top 15 has grown by 1% in the past year, the company said. The top five brands were L’Oreal; Colgate, with a total brand value of $17.7 billion; Gillette, with $16.3 billion in value; Lancôme, with $9.4 billion in value; and Nivea with $6.7 billion in value. 

BrandZ said that the past year has seen brands working to extend their appeal by expanding into new subcategories and looking to capture new audiences. It pointed to Lancôme's introduction of Juicy Shaker lip gloss aimed at younger shoppers — which could have played a role in the brand’s 10% brand value increase. L’Oréal and Lancôme both worked to leverage technology to improve product accessibility, developing e-commerce capabilities directly from mobile ads, blogs and YouTube tutorials.

And though eight of the top 15 brands saw their value increase in the past year, the results note that such niche startups as Too Faced and retailers’ owned brands could be giving established brands a run for their money in coming years as consumers shop less from loyalty and more based on which brands best meet their needs. The results highlighted L’Oréal’s efforts to create personalized experiences — exemplified in the launch of its True Match range of products and its establishing a social media influencer Beauty Squad that worked to forge deeper consumer connections.

“Growing as a brand in today’s crowded and diverse personal care marketplace means understanding your position in the sector, and who your consumers are,” BrandZ global head Doreen Wang said. “Luxury brands need to find innovative ways to emphasize their difference, which consumers value highly, to build connections. Mass brands should create affinity by focusing innovation around their ability to meet needs and make consumers’ lives better. All brands can foster loyalty by using data and technology to communicate the right message at exactly the right time, for example contacting consumers with incentives to buy again when they’re about to run out of a product.”

The top 15 companies were:

  1. L’Oréal Paris
  2. Colgate
  3. Gillette
  4. Lancôme
  5. Nivea
  6. Garnier
  7. Clinique
  8. Dove
  9. Estée Lauder
  10. Pantene Pro-V
  11. Olay
  12. Crest
  13. Shiseido
  14. Oral-B
  15. Head & Shoulders

To read the full rankings, click here.

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