If you needed any further proof that beauty apps are on the rise, Rimmel has joined the likes of L’Oréal and SEPHORA with a major digital offering. The app – called Get The Look – allows consumers to try on different make-up looks.
Coty-owned social content agency Beamly designed the app, which utilises Rimmel’s beauty database to match the brand’s make-up shade to the consumer, with an additional option to buy.Rimmel London global marketing vice president Montse Passolas explains to WWD: “This is a 3-D augmented-reality mirror technology that identifies and tracks perfectly the colour, shape of the lips and the texture. You snap, then you can try it yourself, and then you can buy it.”
The app directly targets Rimmel’s key consumer – millennials. “Our core target [is those aged] 15 to 25. They really take inspiration from peers, from friends, vloggers, magazines. We know that 66 per cent of women prefer, or buy, a product because they have been influenced by a friend or a vlogger, more than from the brand. We acknowledge that, and we wanted to be at the core of that. It’s an insight that this technology has been born from,” says Passolas.
The Rimmel app is only the first in a long line of tech developments expected. Says Coty’s Camillo Pane: “So we will have COVERGIRL and Max Factor coming. We have Rimmel, we have Bourjois, we have Sally Hansen in colour cosmetics. We have Astor in Germany and other countries. Max Factor is a big brand in the UK, as you know, and COVERGIRL is a big brand in the US. And we always look at how to use winning technology in consumer areas across our portfolio.”
