New augmented reality app from Rimmel lets user’s “try on any look live”

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Rimmel London’s Get the Look beauty app is bound to be a hit with makeup lovers.

The augmented reality app designed for mobile allows users to “steal” a makeup look from friends and even celebrities in magazines. Dubbed the “Shazam of beauty”, Rimmel’s newly launched 3D augmented reality (AR) application uses technology that enables consumers to digitally try out makeup styles. The AR tech identifies makeup on images and people, letting consumers match this makeup with Rimmel products that can be purchased online or in stores.

Mirror technology allows app users to virtually try on Rimmel makeup before buying.

The new app called Get the Look is based on Rimmel’s Get the Look Technology. It also uses the patent-pending FACE technology created by Holition. The AR tool utilizes advanced real-time tracking to detect makeup on the scanned subject. It can detect everything, including mascara, eye shadow, eyeliner, lipstick, lip liner, foundation, blusher and bronzer. It also identifies skin textures and face shapes. If the app is used to scan makeup from one of the company’s competitors, the technology will automatically pair the consumer with similar Rimmel products.

The face-tracking technology within the app also tracks the movements of users. They can smile, turn and talk and the virtual makeup remains in place just as if they were looking in a real mirror.

The augmented reality app also lets users customize different colors and shades in real-time.

Users can easily capture looks from the street with their smartphones. They can then replicate the look on themselves via the app using Rimmel products. This interactive experience helps consumers to mix and match and find the look that they want.

“Make-up consumption has increased, and one of the main drivers of the market’s growth is that women have access to tutorials,” said Montse Passolas, Vice President of global marketing at Rimmel and Manhatten. “You used to need a make-up artist to know how to do contouring, and now you don’t, you go online, it’s so accessible,” added Passolas.

Rimmel’s augmented reality app provides a similar makeup artist experience. The cosmetic brand’s Get the Look app lets users still try on makeup before buying it online. The app is currently available for both iOS and Android and is free to download.

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