BEAUTY CARE

Lime Crime dives into augmented reality

BY Gisselle Gaitan

Lime Crime is taking one giant step into the world of augmented reality.

The Los Angeles-based brand, known for its cruelty-free and vegan makeup, is allowing consumers to test out its products before purchasing and without having to physically swatch.

Through the Lime Crime app, consumers will be met with Venus, the brand’s grungy Victorian-esque take on Botticelli’s painting — who also can be found on several of its eyeshadow palettes.

Venus will let consumers know about the palette’s key features and show a series of makeup tutorials after the brand’s Venus XL 2 eyeshadow palette is scanned through the app.

“We have always done beauty differently at Lime Crime,” chief executive officer of Lime Crime, Stacy Panagakis said. “This time, we wanted to think way beyond the box — making our products come to life, creating a never-before-seen experience for our consumers. Our packaging has always been one of many things that sets us apart from other brands, so we’re excited to be the pioneer in AR packaging for cosmetics. We see this as a time to entertain, educate and add a personal touchpoint for Lime Crime to further connect with both our loyal customers and those experiencing the brand for the first time.”

In addition, the brand is partnering with Riley Rose to bring the app to life in the retail space. The AR experience will be live in-store through interactive Lime Crime gondolas, which allows consumers to be fully immersed. The experience also will eventually roll out to Ulta Beauty locations, the company said.

“We are thrilled to be working with Lime Crime to re-imagine the in-store shopping experience,” Riley Rose’s vice president of merchandising, Linda Chang said. “This marriage between tech and beauty is something we know our customers will be excited to see and we’re happy to offer this unique virtual experience exclusively in our stores.”

The Lime Crime app is available for download for iOS and Android platforms.

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