BEAUTY CARE

Sephora adds new features to Virtual Artist app

BY Gina Acosta

SAN FRANCISCO — Sephora is adding a new false lash virtual try-on to its Virtual Artist app, as well as a new way to teach beauty with step-by-step virtual tutorials using augmented reality technology.

The launch is the latest in a series of digital enhancements powered by the Sephora Innovation Lab to customize the retailer's expanding beauty experiences.

"Sephora Virtual Artist has been an unprecedented success, with Sephora clients trying on over 70 million lip shades digitally since launching earlier this year," said Bridget Dolan, VP of Innovation. "Live Tutorials are a revolutionary new way to learn new application techniques and trends, on your own face, one step at a time.  The ability to leverage this exclusive augmented reality technology to mirror our Sephora store makeover experience on your own device is a game changer for our users."

Sephora Virtual Artist utilizes a smartphone's camera to precisely map the location and shape of facial features using technology developed by Sephora's exclusive partner, ModiFace, a leader in facial visualization and skin analysis. Using a state-of-the-art 3D live view that moves with the user like a mirror, clients can virtually try on lip colors and false lashes, or learn from step-by-step tutorials through an interactive digital overlay on their own face. Looks can be captured with photos and video and then shared socially to garner feedback from friends or emailed with product links for future reference. Products can also be saved to your "My Favorites" list or instantly added to your basket for purchase.

The new, enhanced Sephora Virtual Artist Lip & Lash Try On now enables Sephora clients to try on over 90 false lash styles by brand and style, in addition to the previously launched lip service. Users can instantly see how each one looks on their own face, mixing and matching lash styles and lip colors as often as they want. Users can still access Compare Me to see up to four different looks on one screen in a pop art style, and Shake it Up, which selects four new looks at random each time you shake your phone.  Clients can now also experience live lip and lash try on via desktop.

Sephora Virtual Artist Virtual Tutorials provide clients with easy to follow, step-by-step instructions for creating a variety of trending looks, including Nighttime Smoky Eye and Eyeliner 3-Ways. Each tutorial lists products needed, then animates on the user's own face each of the application steps and virtual makeup using state-of-the-art 3D Live view. Exclusive features include Split Screen that slides back and forth to see the before and after, tappable Pro tips at the bottom of the screen, and a pop up list to shop the look.

Sephora Virtual Artist with the new Lash, Lip and Live Tutorials features is available on the free Sephora app for iPhone.

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SC Johnson to acquire Babyganics

BY David Salazar
RACINE, Wis. — SC Johnson on Friday announced that it would be acquiring Babyganics, an emerging brand of household and personal products for the growing family. The line of products includes bath care, oral care, sun care, insect repellents and various cleaners, among others. 
 
"We have great admiration for the Babyganics products and their leadership," SC Johnson CEO and chairman Fisk Johnson said. "They are one of the fastest growing private companies and their unique and innovative products are a great complement to our portfolio of trusted brands."  
 
The company did not disclose any details of the transaction. 
 
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Paris Hilton debuts 20th fragrance for women

BY Gina Acosta

NEW YORK — Paris Hilton is leveraging the popularity of her fragrances around the world by launching a 20th scent.

New Gold Rush by Paris Hilton is a feminine fragrance that aims to be lush, sophisticated and intoxicating, and evokes old Hollywood glamor.

"I've grown a lot over the years and Gold Rush is a major milestone for me. It's a reflection of who I am today and the person I aspire to be," Hilton said. "I created this scent for the woman who is truly confident in who she is. She's a dreamer, doer, thinker. Gold Rush is all about that indescribable feeling you get when you see endless possibilities, when you're alive and unstoppable."

Hilton says the fragrance was inspired by the duality of gold – sparkling, bright and glowing yet warm, rich and sensuous. 

The notes include:
• Top: Lemon Zest, Bergamot, Juice Nectarine
• Mid: Velvet Orchid, Rose, Violet
• Base: Vanilla Bean, Golden Praline, Cashmere Woods

The scent's custom perfume bottle appears like a rare keepsake and contemporary design. Curvy, decadent and feminine, this bottle aims to represent the glamour and allure of Paris.

"For Gold Rush we were most inspired by the packaging," said Doug Lloyd, creative director of Lloyd & Co. "The shimmering quality and draped cut of the bottle were elements we thought would translate beautifully to the brand imagery. We also saw an opportunity, with Paris' 20th fragrance, to create an elegant and elevated mood that brings a new dimension of her character to audiences."

To further support the launch of the fragrance, Paris will be sharing behind-the-scenes images, shot by famous fashion photographer Victor Demarchelier, and engaging with fans across her social media channels.

The eau de parfum will retail for $60 (100ml) and $32 (30ml) and will be available at retailers nationwide in August.

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