A visual from Slapp's campaign.

LONDON — Beauty editor Jamila Robertson has a launched a new app in the U.K., Slapp, a riff on the British slang for makeup.

The app focuses on matching users to the foundations, concealers and tints that are right for their skin tone and aims to speed up the process of online makeup shopping. Users take a selfie before being presented with foundations suitable for their complexion. Products are then available to purchase through the app, which offers same-day delivery.

“I wanted women to be able to shop around with ease. If they spot a new product on Instagram or a blog, I want them to have the ability to buy it there and then, without wondering when they can next go to a big store to get matched, or spending hours online looking for a swatch in their skin tone,” Robertson said.

Robertson, who has contributed to publications such as Grazia, CR Fashion Book and the digital beauty magazine Blush London, plans to focus the app’s offer around brands and products that cater to every skin tone.

Her decision to launch an app dedicated to foundation matching was largely born out of frustration when attending product launches as an editor and finding out that a majority of brands only offered light and medium shades, but none for her darker skin.

The app features indie brands including L.A. Girl, Ellis Faas and organic line Vapour Beauty and will introduce new product ranges on a monthly basis. Bobbi Brown will be among the brands introduced in the coming months.

The technology for Slapp was developed in-house using Robertson’s knowledge for foundation matching.

Similar to Blush London, Robertson’s online magazine that reviews the latest products, salons and treatments, Slapp is targeting Millennial women through dedicated content that will include video tutorials, trend reports and collaborations with female artists, bloggers and entrepreneurs featuring their daily makeup routines, favorite products, as well as career backgrounds.

“As a mobile and makeup obsessive, I couldn’t see anyone else specifically targeting me or other Millennials on our native platform. It still baffled me that at a time when we all have phones with cameras and most makeup lovers love a good selfie, nobody had put the two together to solve this problem,” added Robertson. “Admittedly there are other retailers like Boots who can match you to your shade but this is restricted to their house brand and is only available as an in-store service.”

Following the launch, she plans to focus on increasing the video content featured on the app, as well as expanding the product range in order to create a seamless makeup shopping experience, similar to that of shopping for fashion online. “I want beauty to be as easy and enjoyable to shop for online, as fashion has become, whilst making mobile the priority,” said Robertson.

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