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COVERGIRL UNVEILS IN-BROWSER AR MAKEUP TRY-ON

COVERGIRL UNVEILS IN-BROWSER AR MAKEUP TRY-ON

Covergirl is making it easier than ever to virtually try on makeup that’s instantly shoppable thanks to augmented reality. The beauty giant has teamed up with innovation studio Holition and agency Beamly to create an AR tool which allows makeup lovers to try on digitally five looks from Covergirl’s Spring ‘18 collection.

The best part? Advances of AR are removing barriers to entry, so the technology is now integrated in Covergirl’s website. This means that you don’t need to download an app or sign up to anything to take advantage of the functionality. Shoppers can see all products needed to create each of the five looks and have the option to purchase them (one or the whole look) through Walmart.

The project comes from a study by Covergirl and Holition which asked more than 70,000 shoppers what mattered most to them in makeup discovery. With 91% of respondents agreeing that virtual try-on helps them try new things and understand what products are right for them, the survey proved that virtual try-on is a must-have for beauty brands. However, 76% of respondents also noted that virtual try-on can be misleading if not built to a high enough standard, and that almost all tools lack a smooth transition from trying to purchasing.

Beauty influecer RayeRaye comparing one of Covergirl’s looks available through AR

The secret to the realistic look and seamless experience comes down to Holition’s, process. Before each look is created in AR, developers test each product (eyeshadow, eyeliner, eyelashes, brow tint, blush, lipstick, and lip liner) in real life, and manually match the shade, opacity, shimmer, and application technique in their machine learning software, FACE by Holition™, which has been tested on 15,000+ faces varying in skin tone, shape and gender – so you know you’re getting the real thing, digitally.

To promote the tool, and show the hyper-realistic results, Covergirl enlisted five influencers to be the first to test it out by recreating the looks in real life and comparing them to the Cover Girl Try On function.

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