EZFace launches virtual ‘try before you buy’ app for cosmetics

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EZface: try before you buy cosmetics app

EZface: try before you buy cosmetics app

Leading virtual technology company, EZface, is introducing an app, which will allow consumers to virtually try cosmetics before they buy them.

Designed for both iPhone and iPad, the app will integrate with the company’s ‘try before you buy’ in-store kiosks and web applications to provide a multi-platform marketing system for retailers and cosmetic brands.

Previewed at the Global Summit of the Consumer Goods Forum in the L’Oreal Innovation Zone, the new iPhone and iPad app features the company’s Virtual Mirror Application (VMA) facial recognition technology. The technology, in use across in-store kiosks and on retailer and cosmetics brands’ online web applications, gives shoppers the ability to virtually apply cosmetics directly on their own photos.

The virtual mirror is said to give a true depiction of exactly how differing shades and intensities of beauty products including foundation, lipstick, eyeliner, eye-shadow and mascara will appear on the shopper’s face.

EZface Virtual Mirror technology analyses the consumer’s photo and depicts, within seconds, how selected cosmetics will look on the shopper, taking into account skin tone, facial features and hair colour. The system is said to provide a ealistic preview of the customer’s new look and will eliminate any doubt as to whether the chosen products will complement their appearance, the company claims.

“The EZface mobile application turns your iPhone or iPad into a virtual makeup advisor that provides custom looks and helps you explore new make-up styles and trends,” said Ruth Gal, EZface co-founder and marketing vice president.

“Once finished a shopper can save and share her photo with friends via email or social networking sites, and continue to browse or purchase products while online or mobile. The mobile app also provides the shopper with tailored product recommendations and targeted coupons from the retail outlet and cosmetic brands.”

EZface claims the new app provides retailer and the cosmetics industry with a powerful marketing too.

Market intelligence firm IDC predicts the worldwide smart phone market will expand by 55% in 2011 alone and business information provider Visiongain predicts the mobile applications market to be worth an estimated $25bn by 2015.

EZface said its Virtual Mirror technology has been successfully deployed on in-store kiosk and web platforms by many leading cosmetics brands and retailers worldwide. The new mobile helps provide a multi-platform holistic marketing approach that allows shoppers to virtually test and buy cosmetics products whether in-store, online or while mobile, it said.

The EZface app for iPhone and iPad will be released on iTunes. An EZface powered app for Android is under development.