U.K. department store jumps into experiential technology

Selfridges is giving shoppers a new way to test lipstick shades before making a purchase.



Through a partnership with Estee Lauder and YouCam Makeup, the U.K.-based department store chain now features a virtual makeover app. Harnessing augmented reality and facial mapping technology, YouCam Makeup’s cosmetics app enables Selfridges’ shoppers to virtually try on up to 30 lipstick colors and finishes prior to making a purchase at the store.



Selfridges’ app introduction coincides with the debut of Estée Lauder’s new Pure Colour Love lipstick line, which is available across Estée Lauder Selfridges counters and the Estée Edit Carnaby Street store. Estée Lauder beauty advisors will be on-hand across all locations to show consumers how to download and use the app, according to YouCam Makeup.



“We know experiential technology is important to our customer and cen-tral to the evolution of beauty retail,” said Melissa McGinnis, Selfridges beauty buying manager. “As a beauty tool, YouCam offers a service that is fun, shareable and genuinely useful.”