Beauty brands innovating online and in-store with technology

By 05/04/2018Digital
For beauty brands looking to recruit advocates, engaging content both online and in-store is a no brainer. With the evolution of new technology brands are consistently looking for innovative ways to be authentic and stand out from their competitors. Here are some beauty brands that are killing the digital game.

Mac Cosmetics

The makeup giant just created a ‘virtual Mac-over mirror’ which gives users the opportunity to try on different makeup looks in real time. Powered by Modiface, the mirrors use facial tracking and 3D video makeup rendering technology to superimpose makeup products on your face, no swatches required. Just like a Snapchat filter users can choose different makeup looks for lips, eyes and cheeks. A list of the products used can be sent via email along with a photo or a gif of your new look.

Maybelline

Tapping into National holidays is a sure way to get your brand noticed on social. For beauty lovers National Lipstick Day is a big deal! Adopting this holiday Maybelline worked with Snapchat to produce their ‘Break the Mold’ sponsored lens. Users were able to try on different shades of their lipstick range and share their look on Snapchat and other social media platforms using the #NationalLipstickDay hashtag.

Anastasia Beverly Hills

Whether we like it or not influencer’s are everywhere. Being authentic is a key element in driving engagement and encouraging sales. Beauty brands are creating new digital experiences incorporating influencers to leverage their business. For their first Instagram story Anastasia Beverly Hills had a live makeup tutorial from a beauty influencer/makeup artist. Fans were able to follow the step-by-step process teaching them how to create the perfect ‘Midsummer’s night glam look’ from their mobile device.

NYX Cosmetics

Understanding the trials and tribulations of buying makeup online NYX enhanced it’s consumer journey by creating an online to in-store digital experience. Introducing digital screens across their stores, consumers can scan a bar-code and see relevant UGC (user generated content) associated with a specific product. The brand also implemented ‘selfie walls’ in-store were fans can share their own makeup selfie using the #NYXCosmetics hashtag.

Birchbox

Instagram stories or Snapchat stories? That’s the question on everyone’s mind – for beauty brand Birchbox it’s Instagram stories. From data analysis Birchbox were able to see how many fans watched and interacted with their story everyday. Utilising this feature they partnered with Canvas ads to make their Instagram stories ‘shoppable’ to their followers. When watching a story fans can swipe through to the Birchbox website to find out more about a particular product or promotion.

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