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Shazam for beauty: Rimmel’s new augmented reality app let’s users nab real life make-up looks

Rimmel has introduced a new app that allows users to try out the make-up styles of everyone from friends in real life through to celebrities in magazine images.

Rimmel augmented reality app
Rimmel’s new Get the Look app enables users to virtually try-on other people’s make-up styles

Now there’s a headline: Shazam for beauty. But it’s almost true.

Coty-owned brand, Rimmel London, has introduced a new app based on its Get The Look technology, which allows users to try out the make-up styles of everyone from friends in real life through to celebrities in magazine images.

The augmented reality tool uses advanced real-time tracking to detect make-up on the subject being scanned before colour-matching it with cosmetics by Rimmel. The user can then steal the look by seeing it on themselves in a virtual sense via their smartphone cameras, and even clicking to buy the corresponding products. Think Snapchat lenses, but more on the glamorous, not to mention practical side.

Developed by creative agency Holition using their advanced FACE technology, the app can detect everything from mascara, eyeliner and eyeshadow through to lipstick, lipline and even blusher, bronzer and foundation. The clever part comes in the fact the face tracking technology attached to it means that as you move – smile, talk, turn – the virtual make-up stays in place as though you were indeed looking in a mirror.

Read more about the artificial intelligence and machine learning behind the technology as well as why Rimmel has launched such a tool, via the full story on Forbes.

By Rachel Arthur

Rachel Arthur is Editor-in-Chief of Current Daily, the leading news source for fashion, retail and innovation, and the co-host of its weekly Innovators podcast. She otherwise serves as Co-Founder and Chief Innovation Officer of Current Global, a transformation consultancy driving growth within fashion luxury and retail. By background she is an award-winning business journalist and consultant, contributing to titles including Wired, Forbes and Business of Fashion.

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