To celebrate the launch of Estée Lauder’s new Pure Colour LOVE lipstick, Estée Lauder has partnered with technology company Perfect Corp to launch its smart technology app YouCam Makeup in Selfridges stores across the UK – making it the first Augmented Reality beauty app available in UK retail outlets.
The app harnesses accurate augmented reality to provide users with a true-to-life virtual makeover, giving consumers the opportunity to easily try on all 30 Estée Lauder shades in real-time (or on a static photo) directly through the app, resulting in a hygienic and mess-free, user experience.
This unique in-store experience will be available at Estée Lauder’s Selfridges counters in London, Manchester and Birmingham and at its Estée Edit Carnaby Street store. To help ensure that consumers have the best experience possible, beauty advisors will be on hand at all locations to show consumers how to download and use the app.
Recent research from Gartner predicts that by the year 2020 100 million customers will shop using Augmented Reality, making it an essential element in the future of retail. Furthermore, Augmented Reality will helps retailers be even more effective at engaging with millennials, while encouraging consumers to move from online to offline.
For retailers, the benefits of the YouCam Makeup app are numerous. This technology will help to demonstrate how mobile can drive traffic to services in-store, where consumers can benefit from expert consultants, while also helping to encourage bookings for in-store consultations.
Additionally, survey findings from brand beauty advisors in other global retail activations have found that having the YouCam Makeup consultation mode in-store brings benefits as follows: 71% of beauty advisors felt having YouCam Makeup in-store led to more touch ups from customers, 67% of beauty advisors agreed that YouCam Makeup led to an increase in sales, and 69% of beauty advisors agreed that YouCam Makeup helped reduce customer waiting time to try on products.
Selfridges beauty buying manager, Melissa McGinnis, said: “We know experiential technology is important to our customer and central to the evolution of beauty retail. As a beauty tool, YouCam offers a service that is fun, shareable and genuinely useful; we’re delighted Estee Lauder is bringing this future-gazing partnership to our customers.”
With over 4 million downloads in the UK alone (and over 400 million downloads globally), YouCam Makeup is one of the world’s most popular beauty apps.
Perfect Corp. CEO, Alice Chang, said: “YouCam Makeup is honoured to partner with the iconic beauty brand, Estée Lauder, to deliver a one-of-a-kind instore beauty experience to their UK market. The seamless integration of YouCam’s virtual instore magic mirrors elevates the beauty shopping experience to a new realm inviting customers to play and experiment with products, discovering the entire Pure Color Love lip collection in a matter of seconds. Together with Estée Lauder UK, we are able to provide the ultimate in store shopping experience of the future.”
Chris Good, president, United Kingdom & Ireland The Estée Lauder Companies, said: “Estée Lauder is excited to announce this partnership with YouCam – their first beauty venture in the UK. There is no better place to bring technology, social engagement and beauty together than at Selfridges and at our Carnaby Street store.”