L’Oréal Paris and Perfect Corp.’s YouCam Makeup app “virtually” took users to the Cannes Film Festival.
The two partnered to showcase the 64 best film-inspired looks from this year’s festival. YouCam brought the styles to life through its augmented reality technology in a series of live broadcasts from Cannes, France.
The experience is part of L’Oréal Paris’ 20th anniversary as the official Cannes festival partner. YouCam’s live broadcasts started on May 19 and concludes on May 25. The series was accessed by downloading the free YouCam Makeup app and swiping through the Cannes Film Festival celebrity look series available in the U.S., Mexico, Russia and India.
In addition, L’Oréal Paris brand ambassador Liza Lash live-streamed via YouCam highlighting some of the glitz and glamour associated with Cannes.
“L’Oréal Paris and YouCam’s partnership brings to life the brand’s strategy to democratize the magic of beauty and cinema for all. In addition, live broadcasting from the Cannes Film Festival is a great opportunity to engage with a captive audience of beauty enthusiasts,” explained Chris Chesebro, vice president of L’Oréal Paris’ global digital team.
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Perfect Corp. chief executive officer Alice Chang said the goal was to allow users to “experience this influential event like never before with virtual looks fresh off the runway and exclusive live coverage straight from the festival.”
Perfect Corp. has more than 400 million downloads globally. Recently, the app developer also brought Broadway to life in conjunction with “War Paint” on Broadway. YouCam Makeup released virtual beauty filters inspired by the looks of “War Paint,” which chronicles the story of Helena Rubinstein and Elizabeth Arden, who are credited with giving birth to the 20th-century cosmetics industry. Users could click-through to purchase products to achieve the looks.