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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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digital snippets e-commerce social media Startups technology

Digital snippets: Tommy Hilfiger’s #Instapit, Amazon’s growing fashion offer, Burberry’s Brooklyn Beckham nepotism controversy

Your round-up of the latest stories related to fashion and technology…

tommy

  • Tommy Hilfiger to host first ‘Instapit’ for Instagram content creators at women’s show [WWD]
  • Amazon’s clothing selection is now bigger than 250 Walmart supercenters combined [Re/code]
  • Brooklyn Beckham, Burberry and the new celebrity aristocracy [The Guardian]
  • House of Fraser baffles Twitter with off-the-wall Valentine’s Day #emojinal campaign [Marketing]
  • Dolce & Gabbana’s male models were glued to their ipads on the runway [Yahoo! Style]
  • John Lewis introduces ‘Shazam for clothes’ [Independent]
  • Zalando: the fashion platform looking to China for great customer experience [Econsultancy]
  • How The North Face uses AI to create natural conversations with online shoppers [Medium]
  • Inside three retail innovation labs: Sephora, Kohl’s, and Sears [RetailDive]
  • Social media influencers star in Boohoo #WeAreUs campaign [WWD]
  • 4 influencers break away from a dystopian future in adidas’ edgy new campaign [AdWeek]
  • Fashion and beauty brands are investing more in influencer marketing than ever [Fashionista]
  • Here’s how much celebrities make in the Instagram product placement machine [Jezebel]
  • Uber will now deliver your fancy Nordstrom clothes and flowers too [Mashable]
  • At retail’s ‘Big Show,’ a look at the tech merchants hope will keep them relevant [The Washington Post]
  • Shoppers love click and collect more than any other retail tech [Marketing]
  • Fixing the fitting room [Bloomberg]
  • The latest in so-called ‘beauty tech’ [Racked]
  • A growing internet ecosystem is breeding a radically new generation of fashion-forward men [Quartz]
  • Global luxury: how to win when you’re everywhere [BoF]
  • What worries retailers about their digital transformation [Digiday]
  • Here’s the problem with trendy e-commerce businesses [Fortune]
  • The future of e-commerce: bricks and mortar [The Guardian]
  • This ex-Googler’s fashion aggregation site is pioneering age of digital personalisation [Forbes]
  • New platform Launchmetrics can help fashion publicists track the ‘influence’ of front row guests [Fashionista]
  • Meet the 25-year-old Swedish woman using 3d scanning to make shoes fit perfectly [Forbes]
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digital snippets e-commerce social media Startups technology

Digital snippets: Oculus, Luxottica, Wren, Asos, Nike, Birchbox, Tom Ford, Kenzo

The big tech story this week has of course been about Facebook’s purchase of virtual reality headset company Oculus VR. But there were lots of others to know about too. Read on for an edit…

oculus-rift-dk2

  • Google deal with Luxottica will bring Glass to Ray-Ban, Oakley [WSJ]
  • How Wren made a viral video of strangers kissing and increased sales by nearly 14,000% [Business Insider]
  • Asos and Nike celebrate 27 years of Air Max with first Google+ shoppable hangout [Marketing Magazine]
  • Birchbox, seller of beauty products, steps out from web to open New York store [NY Times]
  • Tom Ford joins the world of e-commerce with sexy new web store [Fashionista]
  • Kenzo’s virtual aquarium highlights the danger of overfishing [PSFK]
  • Chanel releases new Coco Mademoiselle Keira Knightley ad – She’s Not There [The Inspiration Room]
  • Lancôme ramping up digital initiatives [WWD]
  • How Yoox became the Amazon of the fashion world [Telegraph]
  • Why in-store tracking might not be as bad as it sounds [CNNMoney]
  • The Shazam of fashion is here, introducing ‘ASAP54? [Styleite]
  • Silicon Valley never talks about the real reason you don’t own a smart watch or ‘wearable tech’ [Business Insider]

 

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digital snippets e-commerce film social media

Digital snippets: Louis Vuitton, Victoria Beckham, Dior, Shazam, Amazon

Some more great stories from around the web surrounding all things fashion and digital over the past week:

 

  • Louis Vuitton promotes “prostitution chic” in controversial short film (as above) [BrandChannel]
  • Dior parades exclusive lip colours via one-day Twitter activation [Luxury Daily]
  • Amazon’s confused foray into fashion tries to please too many women [Pando Daily]
  • Stefano Gabbana’s Twitter tirade after tax evasion ruling on sale of D&G [Daily Telegraph]
  • Augmented reality, intelligent mapping: fashion and tech collide in China [JingDaily]
  • That’s So 2012: have Pinterest, Foursquare and Groupon peaked? [Inc]
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The Feeling talk Rosé (Unplugged at Abbey Road for Burberry Body)

 

Here’s the behind-the-scenes film of British band The Feeling discussing their recording of Rosé, the soundtrack to the new Burberry Body fragrance campaign starring Rosie Huntington-Whiteley.

A lovely tribute to “the fabric” of Abbey Road, it was posted last week ahead of the single’s release tomorrow, October 10, alongside its exclusive music video, also recorded at Abbey Road.

To give it its full title, Rosé Unplugged at Abbey Road for Burberry Body, is said to be the first official release of a single by a luxury brand. Burberry has partnered with Shazam, Youtube and Facebook to enable its connection with multiple global audiences.

“Music is a hugely important facet of the Burberry world and with the launch of Burberry Body we wanted to create an iconic soundtrack that reflects the sensuality and attitude of the fragrance. We worked with The Feeling, a band that I have long admired on a unique recording of Rosé at Abbey Road. This exclusive string version captures the mood and spirit of the Burberry Body campaign perfectly,” said chief creative officer Christopher Baliey.

Watch the full Burberry Body campaign film here, or listen to a full-length version of The Feeling’s Rosé, here. Below too is the behind-the-scenes of Rosie’s actual shoot with Mario Testino, released back in August:

 

You can also buy the single on iTunes, here.