Rimmel is the latest cosmetics brand to leverage the smartphones in consumers’ pockets to create a new touchpoint to engage them. The London-based makeup brand launched a “Get The Look” app that works like a “Shazam for makeup.” The iOS app, created in partnership with agency Holition, captures the shape and color of the makeup on a scanned face, be it a real person or a photo of a celebrity, and recommends the closest match in Rimmel’s product catalog. Users can then proceed to try on the matched Rimmel products virtually and purchase them via Google Shopping. The company says integration with its online shop and other ecommerce assets are in the works.
What Brands Need To Do
A number of makeup brands have created useful apps to enable virtual sampling and try-on, including Covergirl’s BeautyU, Sally Hansen’s ManiMatch, and L’Oreal’s popular Makeup Genius app. Unlike those apps, Rimmel’s new app primarily focuses on aiding product discovery. It provides shoppers with a handy tool for identifying similar makeup and copying looks, thus creating true value for customers while pushing its products. More beauty brands could benefit from a mobile touchpoint to engage with their customers and build long-term relationships.
The Lab has extensive experience working with CPG and beauty brands to reach shoppers on digital channels. Our recent work with NYX Cosmetics includes an innovative take on in-store sampling with a digital beauty bar where shoppers can follow interactive makeup tutorials and try on different looks digitally or in person. If you’d like to learn more about developing a mobile strategy to reach connected shoppers, please contact our Client Services Director Samantha Holland ([email protected]) to schedule a visit to the Lab.
Header image courtesy of Rimmel