Rimmel invites consumers to “steal a look” using app

Get The Look app allows users to try out make-up styles based on pictures taken via iPhone

Rimmel’s Get The Look app is inviting consumers to “steal a look” using people in the streets and in magazines as inspiration.

Users can take a picture of a friend, beauty advert, photo or any made-up face and be able to virtually recreate the look using Rimmel’s app. Users can steal a look from a friend, model or their favourite celebrity.

The app creates a colour-matched make-over, based on Rimmel products, and allows consumers to virtually try it on and purchase the needed products in app.

The app uses accurate face-time tracking to ‘see’ features and facial contours for an accurate look even when smiling or talking.

Users can also customise the looks by switching shades and colours in real time using Rimmel’s selection of products and shades.

Camillo Pane, Executive Vice President of global Category Development at Coty, said that he was “very excited” to launch the app.

Pane said: “Through ongoing research into our consumer needs, we learnt that our consumers are more inspired and driven to beauty purchases by looks they see on the street than by those created directly by beauty brands.”

Pane said that the app was designed to capitalise on this trend. He said: “We have created our innovative Get the Look app that allows consumers to capture looks from the street with their phones and replicate it on themselves through the app using our Rimmel products and shades.”

Get The Look is available on Google Play and the App Store, as well as via the Rimmel website through a web cam.

The app is part of a wider drive to appeal to millennial consumers, including Snapchat campaigns and Rimmel’s International Vlogger contest.

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