Rimmel London launches Facebook virtual try-on camera effects
NEW YORK — Coty’s Rimmel London brand is getting into the augmented reality try-on space. The brand on Friday announced a new series of live cosmetic try-on effects that will be available within Facebook’s new in-app camera and Facebook Stories.
Users will be able to virtually try on several of Rimmel’s eyeliner looks right from the in-app camera, which can then be shared within Facebook Stories, Facebook Live feeds or on their timelines. Rimmel’s Facebook Camera Effects will be available from Aug. 3 in the US, UK and Middle East. Users will be able to try on such original eyeliner looks as the triple flick to the double mod.
The creation of effects for Facebook’s in-app camera is part of Rimmel’s ongoing strategy to give consumers new ways to experience makeup. The brand already has implemented an augmented reality technology “Get The Look” which allows users to snap and “steal” any look from the streets, social media and magazines. Rimmel said that its decision to bring the new feature to Facebook will better facilitate product discovery among consumers — 55% of whom said in a recent GfK survey that Facebook is their primary source of beauty inspiration.
“Coty is focused on continuous digital transformation of our brands to ensure we are continuing to exceed consumers’ needs,” Coty global VP digital innovation Fred Gerantabee said. “We have always placed importance and tremendous value around augmented reality and virtual try-on tools across our brands, including Rimmel, Sally Hansen and Clairol, and it made perfect sense to bring that same excitement and exploration to the world’s most ubiquitous platform — Facebook — in a way that’s perpetual, and scalable. For Coty this isn’t a “one day only” deal - we aim to make beauty exploration and sharing new looks a central part of Facebook users’ daily interaction with and enjoyment of the platform. The new in-app camera gives us an exciting way to do exactly that.”
Rimmel worked with Holition, a U.K.-based agency that helped build the “Get the Look” platform to create the Facebook camera effects.
“With Millennials expected to outspend Baby Boomers by 2017, it is becoming increasingly important to answer their need for innovative yet easy to use technology, that makes their purchasing decision more engaging and easier,” Rimmel London global VP marketing Montse Passolas said. “With our new Facebook Camera Effects, Rimmel is empowering users by allowing them to try out and see new make-up trends and looks on themselves rather than on a model or influencer. This makes it even easier for consumers to pick out shades and styles that best suit their features and complexion.”