Sherwin-Williams, Tarte cosmetics launch digital color matching

Brands are continuing to make better use of cameras on mobile devices as Sherwin-Williams and Tarte cosmetics release new visual search apps for color matching.

Sherwin-Williams ColorSnap Visualize for smartphone and tablet lets users take a picture and match the color to an available paint color from the brand. Customers can scan one of the company's sample color chips to receive room scenes featuring that color. The iPad version also features inspiration rooms scenes to showcase color picks.

The mobile feature is part of a comprehensive system, including an in-store display that groups color by family, then displays color by saturation level. The new groupings allow users to select a color 60 percent faster than the company's previous display.

Similarly, Tarte cosmetics is using visual search and augmented reality to help users color match cosmetics. Tarte is using FaceCake Marketing Technologies' ShadeScout, a visual search technology in a mobile app that lets users find, try, share and buy products based on colors they've found in real life.

The color-search technology lets users match a Tarte brand cosmetic to a favorite color on a mobile device. Shoppers can then use the company's virtual try-on technology to see what that color looks like on them. Tarte is just one of the roughly 40 brands available to search on ShadeScout.

"We're thrilled to be partnering with such a cutting-edge platform like FaceCake's ShadeScout," said Candace Craig Bulishak, Tarte senior VP, branding. "It provides a great virtual experience for our mobile and social enthusiast tartelettes!"

Sephora began incorporating augmented reality in 2014 with a 3D mirror, and the use of color matching and visual search with mobile devices is a growing trend in retail.
For more:
-See this Sherwin Williams press release
-See this Tarte cosmetics announcement

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