Estée Lauder announced this week that it is partnering with UK-based augmented reality technology company YouCam Makeup to enable UK Beauty enthusiasts to try on 30 shades of lipstick. Shoppers can try on the products at Estée Lauder’s Selfridges countries and the Estée Edit Carnaby Street store.
As augmented reality technologies like ModiFace, Holition and YouCam improve, there is increasing opportunity for beauty brands. Gone are the days of blurry, unrealistic augmented reality apps that required taking and uploading a photo. Today’s augmented reality apps are closer to mirrors, and the cosmetic overlays become more realistic with every version.
Consumer interest is also catching up – at least in France. L2’s Digital IQ Index: France finds that YouCam was the second fastest growing beauty-related search term in France. Searches for YouCam grew by more than 18,000 between December 2015 and 2016.