World’s largest AR mirror lets consumers try on makeup

By Olivia DeSmit

- Last updated on GMT

© Ivan Bajic / Getty Images
© Ivan Bajic / Getty Images

Related tags Augmented reality beauty 4.0 beauty tech Maybelline new york

Maybelline and FFFACE.ME partnered to launch the world’s largest augmented reality mirror in Kyiv, Ukraine. The 4,000-square-meter mirror enables a virtual try-on of Maybelline’s new mascara product.

This combination of beauty and technology can help avoid banner blindness, according to the press release, and helps create a personalized and immersive experience.

“We firmly believe that the era of advertising materials offering static or video content for passive consumption has ended,” COO of FFACE.ME​ Polina Klekovkina said. “Just as there is a term for "banner blindness" online, the same phenomenon is now observed offline. People no longer engage with traditional advertising materials, and we advocate for their rejuvenation through the infusion of interactivity.”

The launch of the AR mirror with Maybelline New York is a testament to this, Klekovkina continued. AR mirrors have been installed previously by FFFACE.ME including at malls in France and Germany and the Charles de Gaulle Airport, but the recent partnership with Maybelline is much more extensive. “This is just the beginning and a significant example of how technology knows no boundaries. We believe that AR mirrors will soon be used throughout the entire retail industry as it is the best way to connect with the audience in real-time emotionally.”

The AR mirror installation was on October 11 and according to Ad Week​, resulted in millions of views. Alina Odolska, group brand manager for Maybelline NY, told Ad Week they had three million organic views and mentions, from AR mirror advertisement, with more data yet to analyze.

While this is the first example of a screen of such magnitude being used for an AR and beauty partnership, it demonstrates that any traditional advertising screen can be used to create an AR mirror and signifies what the future may bring.

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