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.
Exclusive: @isabelmarant and @lorealmakeup have teamed up to create a capsule makeup collection. "She is rather natural in the day but doesn't have time to go back home before going out [in the evening] and redo her entire beauty look," said Marant on the 5 products included in the collection, which will launching in September. Read @jenniferbethweil's interview with the designer on WWD.com. #wwdnews #wwdbeauty
After 17 years, Tomas Maier is leaving @bottegaveneta. “I am deeply grateful to him and I personally thank him for the work he accomplished, and for the exceptional success he helped to achieve,” said François-Henri Pinault, head of parent company @kering_official. Head to WWD.com for more on his departure. #wwdnews #wwdfashion (📷: Davide Maestri)
@shaymitchell is no stranger to teaming up with beauty brands, but she’s made her latest partnership official: She’s signed with @buxomcosmetics as global creative brand ambassador, WWD learned exclusively. Mitchell and Buxom will collaborate on campaign development, social media strategy and content and new product and shade development. Read more on WWD.com. #wwdbeauty (📷: @clint_spaulding)
Today we’re at the WWD Retail 20/20 Forum where industry leaders will be talking about the future of shopping for fashion, footwear and beauty. Tune in on Instagram Live at 9 am and 3:30 pm to hear from two of our speakers –– @therealreal’s Rati Levesque and @bandier’s Stephen Ippolito. #wwdsummits (📷: @elizaflorendo)
Seen last night at @coach’s launch party for “Life Coach,” an interactive pop-up in Soho: @joansmalls. Open now, visitors of the pop-up can engage in themes of “creativity and self-expression,” through tarot, carnival games, live performances and art. See the rest of the party pics on WWD.com. #wwdeye (📷: @vnina)
“We figure there’s enough cynicism to go around the world right now let’s go out there and be ourselves, let’s be enthusiastic, let’s have positive energy, which is something I think a lot of people really want and need right now,” said musician @joshgroban ahead of hosting the Tony Awards with @sarabareilles. Read @leighn’s interview with Groban on how he picked his look for the night, his next record and more on WWD.com. #wwdeye #tonyawards (📷: @vnina)
“Rock as an attitude and not a uniform. Street as a style and not just clothing. Sportswear as the new normality,” @paul_surridge said of his first @roberto_cavalli men’s wear collection, previewed here. The British designer joined the brand as the creative director in May 2017, and is gearing up to unveil his debut for the label with a runway show at the Florence Charterhouse on June 13 at #PittiUomo. Head to WWD.com to read more about his collection and see more sneak peek photos. #wwdfashion (📷: @simonelezzi)