Augmented reality has a new role in the beauty industry.
Estée Lauder, in conjunction with Perfect Corp., is launching a live AR makeup education program for the brand’s more than 17,000 beauty advisors around the world. The Estée Lauder Augmented Reality Training powered by YouCam technology is an interactive live-stream platform offering the ability to host real-time trainings and product briefings directly from the beauty advisors’ mobile devices.
The private, live channel elevates the method in which the brand connects with its beauty advisors and sales teams, according to the company. The channel, which is exclusive to Estée Lauder, is accessed via the YouCam Makeup App. The training tool will use AR to educate and inform in an entertaining avenue. Additionally, the advisors will be able to interact and virtually try on featured looks throughout the session. They can also follow along on slide show presentations and ask questions in real-time.
“We are leveraging YouCam technology to create a livestream classroom. Learners have the ability to interact with the teacher and each other in real-time — they can do this by commenting, asking questions, sending likes and virtually trying on looks,” said Colleen Gaetano, vice president, global education for Estée Lauder.
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Lauder’s global advisors can connect for live beauty training anywhere and anytime, according to Perfect Corp.’s chief executive officer Alice Chang.
“This is the future of beauty education,” Chang added. “Leveraging YouCam’s AR technology for beauty demonstrations allows for engaging, interactive and effective training in real time and at scale. It is a real game changer.”
According to Gaetano, The Global Education team will host monthly live training shows for all regions globally. Phase two of the rollout will allow for trainers in each region to create and host their own live training sessions as needed.
Additionally, the brand can also track attendance, engagements and overall performance of the trainers and participants.
“We believe this is a turning point in beauty education and leveraging technology,” said Stephane de La Faverie, global brand president for Estée Lauder. The Estée Lauder Global Education team kicked off the first YouCam ART segment on Thursday, December 7 for over 600 Estée Lauder brand employees around the world to introduce its latest innovation Perfectionist Pro Rapid Firm + Lift Treatment.
This training initiative builds on two other technology projects launched as a result of the Estée Lauder/YouCam partnership. In April, 2017, Estée Lauder initiated the partnership with YouCam for the launch of Pure Color Love lipstick where customers were able to virtually try all 30 shades in 30 seconds. The Virtual Try On has been rolled out to over 800 devices in stores and on the YouCam app for their Makeup franchises, globally. This month, Estée Lauder debuted the YouCam “Look Transfer” technology as part of an influencer launch event for new Pure Color Envy Paint-On Liquid Lip Color. This technology recognizes the makeup shades used on models in an advertising campaign and allows the consumer to re-create the model’s look via Virtual Try-On. It will debut for consumers in store and through the YouCam app in 2018.