A screenshot of the Estée Lauder and YouCam Makeup app

LIP SERVICE: Estée Lauder has teamed with YouCam Makeup, a cosmetics app, on a digital try-on experience, WWD has learned. The service will launch on April 13.

Using an augmented-reality and mapping technology, the app offers shoppers a digitally enhanced way of testing Estée Lauder’s new Pure Color Love lipstick — targeted to Millennials.

Users can try on 30 different lipstick hues, either in real time or with an image of themselves at Estée Lauder Selfridges counters and the Estée Edit store on Carnaby Street in London. Priced at 19 pounds, or $23, the Pure Color Love lipstick is available in four finishes, including a selection of mattes, shimmer pearls, chrome and creams.

“Estée Lauder is [pleased] to announce this partnership with YouCam — their first beauty venture in the U.K.,” said Chris Good, president, United Kingdom and Ireland at the Estée Lauder Cos. Inc.

“As a brand, we no longer just sell lipstick. We offer the consumer a unique experience — and YouCam gives us the opportunity to bring innovative technology and a real digital-first concept to the makeup-loving Millennial. And there is no better place to bring technology, social engagement and beauty together than at Selfridges and at our Carnaby Street store.”

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Perfect Corp. chief executive officer Alice Chang said that the app offers a “a one-of-a-kind, in-store beauty experience in the U.K. market.”

“The seamless integration of YouCam’s virtual in-store magic mirrors elevates the beauty shopping experience to a new realm, inviting customers to play and experiment with products, discovering the entire Pure Color Love lip collection in a matter of seconds,” said Chang.

This is the latest initiative from the company as it opened its first Estée Edit brick-and-mortar outpost on Carnaby Street last year. The store mostly stocks products from its Millennial-focused collection The Estée Edit, and carries a selection of other products as well. The Estée Edit collection is aimed at selfie-obsessed young women — aiming to tap into the followers of Estée Lauder face Kendall Jenner.

RELATED STORY: Estée Lauder Sets Opening of First Stand-alone Store for The Estée Edit >>

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