Lime Crime brings Venus muse to life with AR technology

Customers will be able to use the new app on its Venus XL 2 eyeshadow palette and new Softwear Blush

Social-savvy cosmetics brand Lime Crime has launched a new digital venture to engage with its customers.

Powered by AR technology, the new Lime Crime App experience will take consumers on a ‘virtual journey’ inside the brand’s products, led by the brand’s muse, Venus.

Currently, the app works with two Lime Crime products, the Venus XL 2 eyeshadow palette and its new Softwear Blush.

In the app, customers can hover their phone over the palette to reveal Venus, which will discuss the palettes key features and show a series of make-up tutorials.

Meanwhile, doing the same with the blush product will show the orchids on its packaging appearing life like.

The brand's Softwear Blush launched earlier this month

“We have always done beauty differently at Lime Crime,” said CEO Stacy Panagakis.

“Our packaging has always been one of many things that sets us apart from other brands, so we’re excited to be the pioneer in AR packaging for cosmetics.

“We see this as a time to entertain, educate and add a personal touchpoint for Lime Crime to further connect with both our loyal customers and those experiencing the brand for the first time.”

The brand is also bringing the experience into the physical space by partnering with Riley Rose stores to feature through interactive gondolas.

This will eventually roll out to Ulta stores.

Customers can now download the app for both iOS and Android.