Elizabeth Arden is getting app-y.
The cosmetics company’s flagship brand is partnering with Perfect Corp. to feature a comprehensive assortment of Arden products and co-branded content on the Perfect Corp,’s YouCam Makeup virtual makeover app.
The “super app” uses patented facial recognition software and branded digital assets to create a comprehensive new digital ecosystem for the beauty consumer encompassing everything from product exploration and trend-spotting to virtual trial, social networking and purchasing, said JuE Wong, president of the Elizabeth Arden brand.
“By pairing our brand with the foremost technology in facial recognition software, we will revolutionize the customer journey for experimentation and cosmetics purchases,” Wong said. “The app simplifies product discovery and provides both an entirely new and existing customer base with unprecedented access to the Elizabeth Arden portfolio. Additionally, it will provide the brand with millions of real-time consumer insights as we analyze product popularity and purchase funnel to cater to and customize the personal needs of our consumers.” App users will have the option to buy the items they see at elizabetharden.com. The integration process is in progress.
Co-branded content will include trends, application tips and seasonal looks. Elizabeth Arden will launch the first beauty brand Social Circle on YouCam Makeup’s integrated social media platform and will create custom content with the brand’s experts and beauty ambassadors. This will also be integrated into marketing campaigns, e-commerce, and a tablet version will be rolled out at select Elizabeth Arden counters nationwide. Additional joint promotions and activities are expected to be revealed later this year.
You May Also Like
“This is an extraordinary opportunity to integrate a prestige brand into YouCam Makeup,” said Alice H. Chang, chief executive officer of Perfect Corp. “Our millions of users will be able to interact with a versatile brand they know and trust at the click of a button. The addition of co-branded content will further empower our users to experiment with real product, hear from Elizabeth Arden’s expert panel, and have the ability to recreate their in-app looks off-line.”
To date, YouCam has been downloaded more than 100 million times, Chang said.