Covergirl has created a new augmented reality mobile app for use at mass and drug stores.
The new BeautyU app scans a user's face using their mobile device's front-facing camera to identify skin tone, then shows different makeup looks.
|Covergirl's new BeautyU app|
Additional features include a mobile beauty consultation via a series of questions to identify skin type and favorite cosmetic items. There is also editorial content and features from the brand's celebrity spokeswomen. Shoppers can scan products to access additional information including reviews.
The app was developed for college-age users, according to Digiday, and is the brand's answer to rival L'Oreal and retailer Sephora, which have been using augmented reality in stores for more than a year now.
While Sephora's augmented reality effort is more indicative of what can be implemented at specialty stores, L'Oreal and Covergirl need to create solutions that work in more of a self-service environment.
"For mass brands, the main interest has been in-store shopping channels complemented by mobile apps," said Parham Aarabi, CEO of ModiFace, the company that created the augmented reality experience for Sephora, L'Oreal and other brands. "That's where the bulk of products are discovered and sold, so these brands are figuring out new ways to use digital to connect to consumers."
In-store displays will begin rolling out this summer urging shoppers to download the Covergirl app.
- see this Digiday story
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