For the first time in the UK at Estée Lauder Selfridges counters and the Estée Edit Carnaby Street store, customers will be able to virtually try all 30 shades of the Pure Colour LOVE lipstick
Credit: Estée Lauder
Estée Lauder has partnered with cosmetics app YouCam Makeup to launch its Pure Colour LOVE lipstick.
The app uses augmented reality and facial mapping technology for a virtual makeover but for the next month it will also encourage consumers to try all 30 shades of the lipstick.
Beauty fans who download the app will be able to try the colour cosmetics across all finishes and will be encouraged to engage in social media.
Estée Lauder said that it wants to prove how mobile can drive traffic to services in-store.
Until 31 May, shoppers in London, Birmingham and Manchester can visit their local Estée Lauder stores to try the mobile experience.
In-store beauty advisors will show consumers how to download and use the YouCam app.
YouCam has created a competition via its Instagram account for UK residents to enter with the chance of winning an Estée Lauder Lip Effect make-up service at Carnaby Street and the entire collection of the new products.
The campaign will allow customers to try the app in-store
Chris Good, President of United Kingdom & Ireland for The Estée Lauder Companies, said: “As a brand we no longer just sell lipstick.
“We offer the consumer a unique experience – and YouCam gives us the opportunity to bring innovative technology and a real digital-first concept to the make-up-loving millennial.”
Perfect Corp's CEO, Alice Chang, said: “The seamless integration of YouCam’s virtual in-store magic mirrors elevates the beauty shopping experience to a new realm, inviting customers to play and experiment with products, discovering the entire Pure Colour 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.”