Now that some of the best-known beauty brands are using augmented reality to market and sell products, the rest of the market is starting to catch up – fast. The newest competitor to add AR to their arsenal is Younique, a direct-selling makeup company.
This month, the company has released the Younique Beauty Guide, a web-based app that allows consumers to try on different shades and styles of make-up from seven different categories of cosmetics.
The app, which does not require an iOS or Android app store visit, uses facial analysis to virtually place the selected makeup on the user's face. But instead of staring at a picture with a certain shade of make-up and imagining what it might look like once it's been applied, the AR software can actually just show you.
"Younique has always been a brand on Younique's co-founder and Chief Visionary Officer, Melanie Huscroft," and is excited to revolutionize the industry with the Younique Beauty Guide ̵
The Younique Beauty Guide allows a person to create a variety of make-up combinations from cosmetic categories including foundation, blush, mascara, eyebrow, eyeliner, eye shadow and lipstick. The web app can be accessed either from a computer or from a mobile device. The trick to achieving high-quality results is that you have sufficient lighting to give the app a solid scan of your face.
The app not only displays current make-up lines, but also upcoming products. This means that users can select their new favorite products before launching. For example, Younique's "Moodstruck Pressed Shadow" collection can be found in the app, although the line will be released in September.
With AR, the company's large network of independent vendors now has another digital tool that could help them move even more products.
Younique's entry into the AR room is part of a larger trend. Already in June, Amazon used L & # 39; Oréal's ModiFace AR to help consumers try makeup on the grocery store.
What makes Younique unique is that it is virtually an online product -only Avon's version. Unlike the old version of Avon's door-to-door sales model, sellers of Younique (known as "moderators") use their own social media accounts to promote and sell make-up through Internet marketing. And just like Avon, these sellers then recruit friends and relatives to participate as moderators.
With AR, the company's large network of independent vendors now has another digital tool that allows them to move even more products for consumers.
In 2017, Younique was acquired by Coty Inc., a cosmetics group that owns brands such as CoverGirl Makeup and Clairol Hair Dyes. Coty bought 60% of Younique for 600 million US dollars, which at that time the company had a value of 1 billion US dollars.
Since then, the company's success has been uneven, a topic recently addressed by Coty CEO Pierre Laubies. "Younique, like all multi-level marketing companies, has gone through a phase of classic hype, but unfortunately we are in the de-hype phase," said Laubies in May The Drum , Referring to Younique's latest fights.
Still, the brand continues to successfully fight for its place in a highly competitive beauty products market.
To do this, there is nothing better than using advanced technology to bring a new life to a business. And as more and more industries shift their businesses to pure online models, AR seems to play an even bigger role in helping other start-ups bridge the gap between the shopping experience in the past and the home shopping experience of the future ,