Elizabeth Arden is partnering with beauty application YouCam in the classic beauty brand’s latest push to evolve with the times.

The beauty brand is allowing users of the YouCam app to try on and purchase products through facial recognition and augmented reality. As these forms of technology are becoming more popular in the makeup industry, consumers are more comfortable with jumping on board and interacting with these mobile pushes and beauty brands are benefiting from its continual adoption.

“YouCam Makeup allows not only our existing consumers, but millions of potential new consumers who use the app, to virtually try and buy Elizabeth Arden makeup,” said JuE Wong, president at Elizabeth Arden Brand. “We worked closely with their team to create a color true virtual makeover, giving consumers the confidence to choose their right shades digitally and purchase conveniently through their mobile device.

“In addition to allowing direct purchases through ElizabethArden.com, the app is also a great way for customers to experiment before visiting a counter,” she said.

Beauty mobile integration
Users in the YouCam app can play around with various beauty and makeup looks, which digitally imprint onto their faces through the smartphone’s camera. YouCam users can now test out how Elizabeth Arden products might look on them, and can also directly purchase.

For instance, the user enables the app access to her smartphone’s camera, and through the front-facing camera, she can see herself within YouCam. She can then scroll through looks and products from Elizabeth Arden and other brands, while taking snapshots to save or send to friends.

If the user finds a product she likes and wants to purchase, she can do so from Elizabeth Arden within the app.

For a company that is more than one hundred years old, it is important to continue adapting and evolving in the current marketing industry to keep a consistent audience and following. Mobile has shifted the beauty industry drastically, and to continue appealing to women of all ages Elizabeth Arden is expanding its reach into more digital properties, including the YouCam app.

With beauty brands adopting facial recognition tech more and more, it seems as though all brand will have to somehow incorporate into their strategy. With apps such as YouCam, Perfect365 and Snapchat bringing augmented reality to mainstream users, mobile consumers are seamlessly taking to the technology.

Mobile makeup
Fabricated eyelash brand Ardell originally brought YouCam Makeup into mobile retail following an install surge, providing users the ability to virtually test and purchase products (see more).

Also in a reflection of augmented reality’s growing role in beauty, Sephora is bringing the technology to a wide audience via a new application feature that enables users to virtually try on different lip shades (see more).

“Partnering with an iconic brand like Elizabeth Arden allows YouCam Makeup’s millions of users to interact with a dynamic company that they know and trust at the click of a button,” said Alice H. Chang CEO of Perfect Corp. “It is an honor for Perfect Corp. to work with this extraordinary prestige brand, and the partnership demonstrates how our highly customizable virtual makeover technology is reinventing beauty.”