Beauty app developer Perfect Corp. launched an augmented reality Broadway experience linked to the musical “War Paint” currently at the Nederlander Theatre. Perfect’s 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.
The collaboration features makeup styles worn by Patti LuPone and Christine Ebersole who play Rubinstein and Arden. The characters’ signature looks from the musical will be coded into YouCam Makeup so users around the world can try them on virtually through mobile devices.
In-app e-commerce capabilities allow users to then browse and shop a selection of beauty products from top brands to bring the classic looks to life at home. This complete beauty experience creates a seamless in-app user journey which brings the beauty looks from the stage to reality.
“Helena Rubinstein and Elizabeth Arden were innovators, pioneers in their own right. It’s fitting that in telling their story today, we are finding cutting-edge ways to celebrate and expand upon their contributions,” said War Paint producer David Stone. “Our collaboration with YouCam provides another way for audiences to extend their War Paint experience beyond the theatre, and for people around the world to engage with the legacy of Arden and Rubinstein.”
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Alice Chang, Perfect Corp.’s chief executive officer said this represents her goal of looking for out-of-the-box partnerships to showcase YouCam’s facial recognition technology. “Collaborating with War Paint was a beautiful way to do exactly that, bringing the iconic looks of beauty moguls, Rubinstein and Arden, to virtual reality,” Chang said. YouCam Makeup is available as a free download on the App Store and Google Play.