New app turns Fashion Week interactive

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New app turns Fashion Week interactive

By Dan Berthiaume - 02/10/2020

An on-demand beauty service provider is bringing virtual try-on to Fashion Week.

Priv is partnering with mobile app provider Perfect to highlight its runway trends collection during New York Fashion Week (Feb. 6-13). Priv is making a collection of exclusive Fashion Week makeup styles available for try-on in the YouCam Perfect makeup and photo editing app. 

Three of Priv’s beauty trends from the New York Fashion Week runway, including glittering shadows, neon liner, and blue accents, have been recreated as virtual makeup looks for customers to try on in real time with the YouCam Makeup app. Through the use of advanced artificial intelligence (AI) and augmented reality (AR) technologies, YouCam Makeup translates these makeup looks into an interactive digital try-on experience.

The experience guides users through in-app discovery and experimentation in app, to real-life consultation with Priv cosmetics professionals. Customers can also decorate their photos with a variety of exclusive virtual stickers, frames and effects in the YouCam Perfect photo editing toolkit. 

“The 2020 beauty landscape is all about hyper personalization, self-expression and tech-enabled beauty experiences,” said James Bradicich, VP of marketing & business development at Priv. “We’re thrilled to partner with Perfect Corp. to create an augmented reality experience that empowers fashion lovers to draw inspiration from the hottest Fashion Week trends and book their favorite beauty looks straight to their front door.”

Increasingly, retailers of beauty products are utilizing AR and virtual reality (VR) to provide customers a realistic digital view of how cosmetics products would look on them. Amazon and Macy’s are both leveraging artificial intelligence (AI)-based AR technology from ModiFace to enable its virtual cosmetic try-on experiences.

Meanwhile, Ulta Beauty offers GlamLab, an AR-based mobile app feature that enables customers to see how different beauty products would look on them. The retailer is also piloting an AR-based try-on service in its stores. Other retailers leveraging AR for virtual cosmetics try-on include Pinterest, Sally Beauty and MAC Cosmetics.