The quality of augmented reality technology continues to improve at warp speed. Bobbi Brown Cosmetics is the latest to adapt the feature on the brand’s web and mobile commerce product pages.Bobbi Brown teamed with ModiFace, and its latest edition of its try-on technology.“ModiFace augmented reality allows us to seamlessly bring the in-store experience of trying on a lipstick to our consumers — whether they’re shopping from their living rooms or on-the-go,” stated Laurie Rifkin, executive director of e-commerce at Bobbi Brown Cosmetics. She added it is an effortless way to make decisions with confidence.According to Parham Aarabi, founder and chief executive officer of ModiFace, there have been several improvements in the web technology capabilities."Augmented reality for trying on beauty products has evolved from a nice utility to a transformative technology that defines the brand-consumer relationship, and becomes a significant driver of sales and engagement,” Aarabi said.“We have seen a direct impact on sales especially when AR is placed in the product pages of brand sites and apps,” Aarabi explained. “Averaged across different brands and implementations, we have seen the product page AR increase conversions by 84 percent. This number is higher for luxury brands since their customers are more careful about what product they purchase [since it is a higher cost commitment].”Among the enhancements is the light field rendering feature that accounts for the level of light, texture and shine in a photo or video and adjust the makeup shades dynamically. It is also faster, he said. “We have narrowed down the time to analyze a face, track the facial features and simulate makeup to under 0.03 seconds which gives the smoothest video performance,” he said. New intelligent lighting adaptation adjusts the white balance and exposure of the video, resulting in well-lit videos and images in each frame.The Bobbi Brown e-commerce AR integration enables shoppers to preview some of the brand’s most popular beauty products directly on the product pages where customers make purchasing decisions. It is expected that this integration will have a direct impact on e-commerce sales on the brand’s web and mobile web sites. Bobbi Brown is among the growing list of luxury logos joining the AR trend, following on success of early adapting mass brands.Moreover, Aarabi said there is evidence that taking a virtual test drive of products with AR online does not detract from physical store sales — but rather increases recognition and engagement with a particular product.
For its next men’s wear collection, @roberto_cavalli will show as a special guest at #PittiUomo, running from June 12-15. The brand, which has Florence in its roots, will relaunch its men’s wear collection, which will be presented separately from women’s wear for the first time since Paul Surridge was appointed creative director in May. #wwdnews #wwdfashion (📷: @aitorrosasphoto)
“I was making the guacamole when my scout saw me,” says model @stuckinteenage on being discovered just six months ago while working at @chipotlemexicangrill. Since then Williams has signed with @dnamodels, walked in her first show at @calvinklein and landed on the cover of @vogueitalia – a high point of any model’s career. To read @lisajlockwood’s full interview with the model on her experiences thus far, head to WWD.com – link in bio. (📷: George Chinsee)
“I love the idea of dialogue, period. It’s where I’ve always gotten my inspiration from: hearing other women speak, their journeys and their paths,” said @hereisgina, who delivered the keynote speech at the @sxsw conference for @createcultivate, the online platform and conference series for women. For her two panels, Rodriguez chose female empowering, female-led and female entrepreneurs to focus on. Head to WWD.com to read more about her thoughts on Time’s Up, growing up in a family of women and why we “need a girls’ club.” #wwdeye #sxsw (📷: @jgreenery)
Leading luxury brand are shaking things up to keep up with streetwear. Case in point: the arrival of @mrkimjones as artistic director of @diorhomme. Jones, who succeeds @Kris_Van_Assche, is seen as one of the handful of designers who can actually straddle the luxury and streetwear worlds — which could lead to even more changes at established brands. What could this mean for the rest of the menswear landscape? Head to WWD.com to find out what experts predict #wwdfashion (📷: @franckmura)
“It’s like buying groceries. You’re going to buy the best mango, the best mozzarella, the best things. You have to, or others are going to take it all,” said @gabrielahearst on why she uses only the finest fabrics. Last week, Hearst received her first @cfda nomination for Womenswear Designer of the Year, and earlier this month she opened a permanent showroom in Paris. To read @jessiredale’s interview with the designer and find out why this is shaping up to be a big year for her, head to WWD.com. #wwdfashion (📷: @francoisgoize)
“It’s an interesting thing, playing a younger version of your mother. It’s an interesting concept. I adore my mom and love her in every capacity, but it was just something that had never crossed my mind,” says @anniemstarke on playing a young Joan Castleman in “The Wife.” The same role will be played by her mother Glenn Close. Read more about her growing up in the film industry as the daughter of producer John H. Starke and Close and what she has planned for the future #wwdeye (📷: @nataliamantini)
@asics is launching a new streetwear sneaker inspired by its latest ambassador, @steveaoki. The Hyper-Kenzen x Aoki, which will launch at @footlocker stores exclusively tomorrow, is a slip-on style that incorporates the brand’s proprietary Gel technology through beads integrated into the midsole for comfort and endurance. Read the full story on WWD.com.