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Ardell helps quickly growing YouCam Makeup make leap to retail

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January 19, 2016

ardellFabricated eyelash brand Ardell is bringing augmented reality beauty application YouCam Makeup into mobile retail following an install surge, providing users the ability to virtually test and purchase products.

YouCam Makeup is a beauty app in which users can try on various makeup looks through facial recognition technology, and now offers retail capability following its milestone of 100 million downloads. American International Industries’ Ardell has the potential to reach this massive audience with the partnership, allowing users to try on its collection through the augmented reality tech before purchase.

“We believe this technology will help overcome the hesitation of new users to try false lashes, while at the same time give existing users the opportunity to experiment with different lash styles that they otherwise would not buy,” said Marwan Zreik, vice president of marketing at American International Industries. “Nothing can replace the immediate impact of wearing a pair of Ardell lashes, but this virtual technology is the next best thing!”

Mobile makeovers
Beauty fans are now able to purchase Ardell’s false lashes directly through the YouCam Makeup, following the lead of many other beauty augmented reality apps over the past year. YouCam Makeup, being just under a year and a half old, is partnering with a retailer for its first commerce feature.

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The mobile app accesses the device’s camera and fabricates an accurate portrayal of how the lashes would look in real life, showing the virtual product moving in conjunction with the subject onscreen as it naturally would. If the beauty fan likes the Ardell product she has tried on, she can purchase it directly within the app instead of having to go to an outside platform to do so.

Ardell is planning on continually making updates to the app’s selection, mimicking an in-store shopping experience. The retailer is bringing the in-store shopping experience to consumers’ homes, and helps them recreate looks showcased on the app.

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YouCam Makeup has also just passed the 100 million download mark and is available on iOS and Android. The achievement has launched the app into the most downloaded digital makeover app spot.

Promotion strategy
The lash retailer is hoping to capitalize on this popularity, and on top of providing its products for purchase will also share beauty tutorials and giveaways.

The two companies have also partnered to promote the new venture through an online contest in which users submit their images created within the YouCam Makeup app to win various beauty prizes such as Glam Pack of Ardell lashes and brow products.

“As the false lash category continues to experience double-digit growth, it is important for Ardell, as the category leader, to stay at the forefront of the latest technology,” Mr. Zreik said. “Over our 45 year history it is safe to say that most lash users today were introduced to false lashes through the Ardell brand.

“As a new generation of users enters the category, we want to make it as easy as possible for them to interact with our brand and our products using the types of technology they are most comfortable with,” he said.

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Brielle Jaekel is staff writer on Mobile Commerce Daily and Mobile Marketer, New York. Reach her at brielle@mobilemarketer.com.

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