Lancome collaborates with FaceCake to bring fashion inspired make-up technology to New York
The brand is using an interactive marketing tool to bring virtual designer beauty looks to New York salon.
Lancôme (L'Oréal) is moving forward in the world of digital beauty innovation, with the help of FaceCake's Swivel Close-Up platform.
The new interactive program allows consumers to try on make-up looks as seen on the runway of designer Jason Wu's 2014 Collection at New York Fashion Week. Consumers will also be able to virtually try a variety of Lancôme products in real time.
The new endeavour is an extension of the brand's standing collaboration with Jason Wu, after it Lancôme its third exclusive makeup look for Wu's 2014 Mercedes Benz Fashion Week show on 7 February. The launch coincides with glamour salon DreamDry's One Year anniversary, so Lancôme has aligned with interactive marketing leader FaceCake Marketing Technologies to bring the cosmetics Try-On platform to DreamDry's New York Flatiron location.
From 11 February, classic Lancôme products as well as those used to create the look from Wu's show are available to virtually try on using FaceCake's Swivel Close-Up platform for a limited time. Swivel Close-Up provides consumers the opportunity to try on makeup in a zero-to-two foot environment, designed to literally mirror the in-store experience.
Visitors to DreamDry will also be able to get real-time advice, shop their favourite products, and share virtual makeover pictures on social media, all through a simple touch screen. "DreamDry prides itself on forward-thinking technology incorporated into the client experience; from iPads at every station to a streamlined booking process. I'm thrilled to partner with Lancome and FaceCake to debut this cosmetic innovation and be the connector between the fashion, beauty and technology industries," commented Robin Moraetes, CEO and Co-founder of DreamDry.
"As a digital leader in the prestige beauty world, Lancome is always looking to offer an even more interactive and immersive experience for consumers," says Stacy Mackler, Lancome Vice President, PR and Communications. "With this virtual makeover technology, we're thrilled to have found another way to bring the best in effortless chic luxury to our consumers."
