Maybelline launches interactive Fashion Week makeup experience
Maybelline New York is bringing the catwalk beauty looks of New York Fashion Week to the masses.
The cosmetics giant, which is creating the makeup looks backstage for over 10 shows this season, has teamed up with developer PerfectCorp to launch a virtual fashion week experience through its app, YouCam Makeup.
Dubbed the "Maybelline Fashion Week Series," the experience will feature three easy-to-recreate looks inspired by the runways of New York Fashion Week, starring bold berry lips and dramatic smoky shadow, natural glowing skin and a matte nude lip, and a soft purple lip teamed with flared lashes. The looks spotlight the brand's new "Total Temptation Collection," allowing users to virtually trial the product in real time, and shop them with just one tap of the screen.
"This is a fun, new layer to the makeup experience for women who want to experiment more with their beauty looks," said Laetitia Raoust, Maybelline New York Chief Digital Officer, in a statement.
"As the official New York Fashion Week cosmetics sponsor for nearly a decade, with over 10 shows this season, Maybelline New York was the perfect partner to collaborate with and launch this unique digital runway experience through YouCam's AR and AI capabilities," added Alice Chang, CEO of Perfect Corp.
The launch is the latest example of how augmented reality and artificial technologies are changing the beauty sector. Brands such as L'Oréal Paris, Charlotte Tilbury, Estée Lauder, Lancôme and NYX Professional Makeup have all teamed up with various augmented reality and virtual reality developers over the past year, offering customers a range of immersive virtual experiences or tutorials.
