The beauty industry was punctuated with a barrage of technology collaborations during 2017. The latest to be unveiled is Ardell extending the use of augmented reality from lashes to its new color cosmetics launch.In a partnership with YouCam Makeup, Ardell will serve up more than 40 stockkeeping units from the cosmetics collection for virtual trial. The items include Double Up Mascara, Wispies Mascara, Eyeresistible Eye Shadow, Hydra Lipstick and Stroke A Brow feathering pen.“Beauty has always been about instant gratification,” said Terri Cooper, executive vice president at American International Industries. “We see how much the YouCam user is enjoying that immediate experience with our lashes and are excited for everyone to now have that same opportunity with Ardell Beauty.”Ardell is the latest in several major beauty apps bowing during the year. It was a year when technology resources had enough feedback to substantiate results. For example, Parham Aarabi, founder and chief executive officer of ModiFace, said partnerships with Clinique, Estée Lauder, Bobbi Brown and Smashbox Cosmetics saw a 100 percent conversion improvement for users who interacted with the ModiFace AR technology built into the e-commerce section of the brand sites. Each user, Aarabi said, tried on nine makeup shades per session. Moreover, Aarabi said AR also drives shoppers into stores to buy what they’ve sampled.With a tailwind behind it, technology is being used to boost beauty sales. Here are some of the major developments from the year.NYX Professional Makeup: The L’Oréal-owned beauty brand teamed with Samsung Electronics America to fuse beauty and technology using Samsung Gear VR for virtual reality makeup tutorials in select stores.Consumers can use the Gear VR Controller powered by Oculus to select products they would like to learn more about and at the end of the experience, users will receive a special offer to purchase the products featured in the tutorial at a special price.“NYX Professional Makeup is a digitally native brand with millions of followers across our global social media platforms,” said Mehdi Mehdi, the brand's vice president of digital. “We aim to seamlessly incorporate digital into everything we do, and see virtual reality as the new frontier in the beauty industry.”MAC In-store AR: ModiFace powered up the new MAC Cosmetics AR try-on mirrors in stores across the U.S. With the mirrors, select MAC shades and looks can be virtually tried on a user’s live video while at a retail store. Using ModiFace’s latest facial tracking and 3-D video makeup-rendering technology, the new AR mirrors provide a complete video of makeup under any lighting condition. The mirrors also feature ModiFace’s advancements in tracking accuracy and color rendering.Chatbots Help Sell Flawless by Gabrielle Union: Chatbots are coming into play for beauty. One example was the chatbot that was instrumental in not only launching Flawless by Gabrielle Union, but also helping the company understand how to fine-tune the brand for further success, according to Mahi de Silva, ceo of Botworx.ai, the company that built the AI-powered chatbot.“Botworx.ai has created a platform that allows us to provide richer, more varied conversations that ensure customers get exactly what they want out of the Flawless experience,” stated Vincent Davis, ceo of Flawless Beauty.Augmented Live-Stream Technology: ModiFace unveiled augmented live-stream technology for Facebook and YouTube. All of its partners can leverage their AR apps that ModiFace has built for them to live-stream virtual video makeovers. The new capability allows anyone, including makeup artists and brands, to broadcast a live video demonstration of different makeup styles by virtually applying them on their broadcast video using ModiFace’s technology. The application of virtual makeup on live video is done in real-time, meaning that it is applied instantaneously as the video is being broadcast.
To celebrate Pride 2018, @themarcjacobs released the #GratefulNotHateful campaign, a social media initiative aimed at extending Pride beyond the parade. Inspired by Jacobs’ everyday outlook, the campaign features Jacobs along with a group of models and social media stars who are members and supporters of the LGBT community, all seen wearing @marcbeauty’s Highliner Gel Eye Crayons in colors of the rainbow. Head to our Instagram stories to see close-ups of the liner. #wwdbeauty
Virgil Abloh’s dad Nee and Don Crawley, cofounder of RSVP Gallery, were some of the hometown crew at the Chicago-born designer’s debut show for Louis Vuitton. (📸: @jdiderich ) #wwdmens #louisvuitton #virgilabloh
About last night: @marycharteris and @adwoaaboah hit up Hyde Park for the Serpentine Galleries’ annual summer party held in partnership with @chanelofficial. Head to WWD.com to see more photos. #wwdfashion
“This is Paris, my first show. I’m all about democracy. If some kid shows up, flew from New Jersey to just be around, let’s get him a seat.” — @virgilabloh tells WWD’s @jdiderich ahead of his first show for @louisvuitton men’s. (📸: @alfredo_piola ) #wwdmens #virgilabloh #louisvuitton
“Kate Spade was a true fashion icon who brought joy to the lives of women around the world, and inspired women to live life to the fullest. We are dedicated to carrying on her legacy,” said Anna Bakst, brand president and chief executive officer of @katespadeny. The Kate Spade Foundation announced that it will be donating $1 million to suicide prevention and mental health awareness in tribute to the recent death of Kate Spade. Read more on WWD.com. #wwdnews (📷: @chinseephoto)
A first look at @virgilabloh’s sneakers for @louisvuitton. Abloh spoke to WWD about his debut collection for Louis Vuitton, creating @kendalljenner’s #metgala outfit and redefining the heritage brand. Read the full story on WWD.com. #wwdfashion 📷: @alfredo_piola)
The world’s largest producer of denim @iskodenim is sharing the strategy behind its product development process. Read our full interview with ISKO’s product development manager Baris Ozden on the company’s extensive research practices, upcoming denim trends and the latest material innovations on WWD.com. #iskodenim