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Editor's pick mobile social media technology

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

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.

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Editor's pick film social media

#LiveinLevis campaign returns with Alicia Keys alongside five emerging artists

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Levi’s is profiling five emerging musicians alongside 15-time Grammy award-winner Alicia Keys in the latest iteration of its Live in Levi’s campaign.

At the heart of the initiative, is a dedicated digital destination anchored by a video series called First Steps. Each of the artists – Keys, as well as Kurt Vile, Ibeyi, Benjamin Booker, Kavka Shishido and Ryn Weaver – share their individual stories in these, talking about finding the confidence to take the next steps in their careers.

Created by AKQA, the site also hosts video content that shows how to get the looks of each of the artists. “How-to wear denim on denim,” “How-to make legs look a mile long,” and “How-to do denim on date night,” for instance.

This is the second year of the Live in Levi’s campaign, which has reportedly drawn over one million global visitors and seen 100,000 mentions of its hashtag. It continues for 2015 by encouraging fans to demonstrate how they’re taking their own significant steps in Levi’s. That global user-generated content is also showcased on the website.

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The campaign follows the launch of an all-new women’s denim collection from Levi’s featuring Alicia Keys in early July.

“When you are authentically yourself, you are so gorgeous and powerful. I’ve come to the revelation that I’m just a jeans girl at heart. I feel the most confident, comfortable, sexy and strong in my jeans,” says Alicia Keys. “Levi’s is for every woman…there is something for everyone…much like music, Levi’s brings people together from all walks of life and cultures.”

Keys also performs an exclusive song called 28,000 Days as the soundtrack to the campaign: