SPC tries out a new virtual technology that enables consumers to experiment with cosmetics and colours in-store without putting anything on the skin
The barcode has an additional use when it comes to colour cosmetics. Virtual Mirror Kiosk is a new technology from EZFace that enables consumers to virtually “try on” cosmetics on-counter.
Customers take a digital self-portrait using the kiosk’s camera and then scan in the barcode of a selected product from a number of leading brands – including L’Oréal Paris, Maybelline New York, CoverGirl and Revlon – and virtually apply it to their face, eyes, cheeks or lips. The system is then designed to combine sophisticated algorithms to measure skin tone, facial features, product colour and the customer colour profile to apply the selected cosmetics and produce a realistic simulation of a makeover. It will also suggest complementary products and specific shades seen to best suit the customer’s personal colour profile.
“We built EZface Virtual Mirror Kiosk to help consumers look their best before they commit to a purchase,” says Rami Orpaz, ceo and founder, EZface Inc. “It’s a fun, fast and remorse-free way to shop, and retailers can expect to see consumers coming back for more. We know beauty customers are busy, and cosmetics retailers want to find personal yet discreet ways to connect with people on the go.”
This virtual experience is designed to avoid the time and mess of having to apply products physically and also to help prevent consumers buying products they then decide they don’t like; consumers can even email the virtual makeover photo to friends to get a second opinion.
But EZface points out that the Virtual Mirror Kiosk is also designed to help retailers’ bottom lines. The kiosk builds up usage information, which enables stores to make smarter decisions about which products to stock. It can also carry in-store advertising and promotions designed to drive sales on featured products, which should also encourage traffic in-store.
The new system is a business partnership with IBM. IBM Retail Store Solutions’ self-service business executive, Norma Wolcott comments: “EZface Virtual Mirror on the IBM AnyPlace Kiosk is a powerful combination that offers retailers an exciting new way to sell cosmetics and differentiate their brands – a unique in-store shopping experience that can be shared real-time by cell phone or the internet with a friend.”