Max Factor ventures into augmented reality

By Simon Pitman contact

- Last updated on GMT

Max Factor ventures into augmented reality

Related tags: Cosmetics

P&G-owned Max Factor has teamed up with UK-based visual browser expert Blippar to make the beauty player's almost 500-strong product portfolio fully digitally interactive.

The joint-project has resulted in all the products now being emphasised by curated digital content, which can be accessed by using the associated free-of-charge Blippar device​.

Once the customer has activated this device, they can shop using the high-quality information and interactivity tailored demonstrations that have been specifically tailored for each product.

Before and after shots

The level of interactivity goes as far as to provide consumers with before and after make-up shots, to demonstrate the effect specific colour cosmetic items can have, as well as providing professional tips about the best way to apply them.

All of this information is activated by the Blippar device, which is then made available on the user’s phone, for browsing ease.

The device has already created a significant stir with media worldwide, including the Huffington Post, which referred to it as a revolution in beauty retail.

A first for MaxFactor

Max Factor is tapping into a potentially huge growth market, as more and more women do online research into the colour cosmetic products that want to buy and the look they can expect, exemplified by a rash of successful apps, highlighted by L’Oréal’s highly successful Makeup Genius app.

"I’m proud to be the first brand to switch on all our entire product portfolio and many of our in-store touch-points,"​ says Laure Murciano, Global Brand Manager for Max Factor.

"Over time, this experience will become personalised – tailored for every woman, so she can shop smarter and make easier beauty choices […] This is ground-breaking not only for the category, but for the whole shopper experience."

Amazon Dash

In a related move, online retailer Amazon recently launched its Dash concept – a wi-fi enabled device designed expressly for re-ordering beauty and home care brand purchases.

At the touch of a button, consumers can order or re-order a single pre-programmed item from Amazon.

It attaches to any surface and can be used for any regular household items, from diapers, to tissue paper, air fresheners and any number of beauty and personal care products.

To date, beauty brands that have signed up for Amazon’s Dash Button include Burt’s Bees, L’Oreal Revitalift, La Roche-Posay, Olay, Garnier Skin Active, Milk & Co, Vichy and Ageless La Cure.

Related topics: Brand Innovation, Digital, Color Cosmetics

Related news

Related products

show more

Water Soluble Salicylic Acid Cleanser Formula

Water Soluble Salicylic Acid Cleanser Formula

Tagra Biotechnologies | 26-May-2021 | Technical / White Paper

Our Biphasic Salicylic Acid Cleanser gently exfoliates dead skin cells, unclogs pores, and reduces excess sebum, while being applicable for all skin types,...

ROELMI HPC, Your partner in sustainable innovation

ROELMI HPC, Your partner in sustainable innovation

Roelmi HPC | 18-May-2021 | Data Sheet

ROELMI HPC is the partner company committed to driving innovation, focused on research, planning, development and production of functional and active ingredients....

Uncover the secrets behind Rockstar CFOs

Uncover the secrets behind Rockstar CFOs

Oracle NetSuite | 13-Apr-2021 | Technical / White Paper

CFOs have never worked harder, but what makes a successful CFO such a rockstar? High-performing CFOs understand the mission, goals and objectives of the...

CameleonCaps™ Brochure: Asian Shade Chart

CameleonCaps™ Brochure: Asian Shade Chart

Tagra Biotechnologies | 22-Feb-2021 | Product Brochure

Asian skin tones often present a challenge for cosmetics manufactures so; we created a special brochure with a shade chart dedicated to Asian skin tones...

Related suppliers

Follow us

Products

View more

Webinars