Ardell, a supplier of eyelashes and eyebrow beauty products, is bringing eight Halloween-inspired looks to the augmented reality application YouCam Makeup.

The app will let users virtually try on the different looks by projecting them onto their faces through their mobile device’s camera. Consumers can then be taken directly to a page to purchase those looks if they like what they see.

“Speaking to false lashes specifically, one of the biggest barriers to purchase is the fact that consumers won’t know what the lashes look like until they are applied,” said Marwan Zreik, VP of Marketing at Ardell. “While it’s common to find cosmetics and skin care product ‘testers’ when shopping in some stores, there is no such thing for lashes, for obvious hygienic reasons. 

“Being able to instantly show the end result of various false lashes is a breakthrough solution to a long-standing problem.”

Trick or treat
Each of the eight looks created for the promotion feature a pair of Ardell false eyelashes as well as other Ardell products.

The looks are accompanied by tutorial videos and tips on how to apply them. Users can see the looks projected onto their own faces with the help of the facial recognition software used by YouCam Makeup, similar to Snapchat’s face filters.

Once a look has been chosen, users have the option of being taken directly to a page where the products involved can be purchased through a mobile device. The looks are inspired by a variety of pop culture and Halloween themed imagery, including Harley Quinn from the recent film Suicide Squad.

The campaign also has a social component. Users can share their chosen looks with the integrated Beauty Circle social community.

Additionally, Ardell and Perfect Corp., the owner and creator of YouCam, will be hosting a virtual Halloween party to celebrate the promotion and the holiday. The party will be hosted through both Beauty Circle and Instagram.

Fans can submit their own Halloween looks and makeup, either inspired by the eight premade looks or totally new ones. The scariest look will win a contest, awarding the winning user a collection of Ardell beauty products valuing $500.

Users are encouraged to submit their looks through YouCam and on social media with the hashtag #YouCamBoo in order to be eligible to win.

Augmented reality
Ardell’s partnership with YouCam Makeup comes at a time when augmented reality apps are starting to become more popular among consumers. To the explosive popularity of Pokemon Go to the ever-changing face filters on Snapchat, consumers respond positively to apps that let them view the world and themselves in new ways.

To capitalize on that, beauty brands such as Rimmel have been using augmented reality to let customers project looks onto their faces before they buy. Earlier this week, Rimmel announced Get the Look, an app that lets users do just that (see story).

YouCam Makeup has been riding this trend for a few years now. The app’s first partnership with Ardell came early this year, after reaching its first 100 million downloads.

Ardell was one of the first brands to help bring YouCam Makeup into the world of retail by letting users virtually try on and then purchase false eyelashes from Ardell directly through the site (see story).

“Mobile is becoming a larger part of our overall digital marketing strategy,” Mr. Zreik said. “First, from the standpoint of driving product trial and growing awareness, the YouCam app is a perfect fit. 

“Second, from the standpoint of social engagement, leveraging mobile apps like YouCam are wonderful for creating integrated promotions such as our Halloween contest.  Finally, the ability to create a new path to purchase through a mobile commerce function is very exciting today, and we predict will only grow in popularity as consumer become more comfortable with the technology.”