Maybelline New York has teamed up with leading virtual beauty app YouCam Makeup to bring consumers its latest looks from New York Fashion Week (NYFW).
Available for free on the YouCam app, the L'Oreal-owned cosmetics brand has created three new make-up looks inspired by NYFW, which consumers can virtually try on in real time through YouCam's augmented reality (AR) technology.
Consumers can recreate catwalk looks and their favourite celebrities' NYFW style, choosing from bold berry lips and smokey eyes for a dramatic look; a natural front-row look with a matte nude lip and glowy skin; or a more street style with soft purple lips and flared eyelashes.
Alice Chang, CEO of YouCam owner Perfect Corp, said: “As the official New York Fashion Week cosmetics sponsor for nearly a decade, Maybelline New York was the perfect partner to collaborate with and launch this unique digital runway experience through YouCam’s AR and AI capabilities.”
Users can then shop the Maybelline products used to create their chosen look with one tap, allowing them to achieve the looks at home.
Laetitia Raoust, Chief Digital Officer of Maybelline New York, added: “Maybelline is excited to make our New York Fashion Week make-up looks easily accessible to women and provide them with the tools to make it their own thanks to YouCam’s innovative technology.”
Perfect Corp recently collaborated with NBC Universal to allow consumers to try on beauty looks from the musical comedy movie Pitch Perfect 3 via the app.
Maybelline has sponsored New York Fashion Week, which runs between 8–16 February this year, and other Fashion Weeks worldwide since 2009.