Dive Brief:

• Cosmetics brand Lime Crime has launched an augmented reality app. Customers can scan the Venus XL 2 eyeshadow palette or Softwear Blush to see product shades and watch tutorials, according to a company release.

• The Lime Crime app is available for download for iOS and Android. Beauty retailer Riley Rose, an offshoot of Forever 21, will host Lime Crime’s AR experience in its brand displays and a later introduction is planned for Ulta stores.

• "We see this as a time to entertain, educate and add a personal touchpoint for Lime Crime to further connect with both our loyal customers and those experiencing the brand for the first time," CEO Stacy Panagakis said in the release.

Dive Insight:

Lime Crime’s app seeks to deepen the customer experience in a competitive beauty sector where physical stores still thrive. But the augmented reality app lacks an e-commerce option, aside from redirecting customers who click on a "products" link to its mobile website.

Augmented reality apps that focus primarily on advertising aren’t unheard of; Balmain’s iOS foray into AR offered event live-streaming and a virtual tour of its Paris flagship. Fast-fashion giant Zara allowed customers to make purchases when its AR app launched last spring. Macy’s app rolled out an AR feature this spring to let users virtually try on more than 1,000 cosmetic products it sells; the department store also offers AR beauty displays in some stores.

Lime Crime’s app follows its "digital first"ethos by providing an added layer of experience for its young, mobile-friendly consumers.  While a limited slate of activities may not boost revenue immediately, additional features could transform the app beyond a color swatch guide and pairing the mobile app with the need to touch physical products to activate AR features may be an experiential feature that spurs increased impulse purchases by Gen Z shoppers