Dive Brief:
- Makeup by Mario launched a lifesize AR Mirror at the entrance of Sephora Times Square in May allowing users to experience a virtual makeup try-on and a tutorial from its founder, celebrity makeup artist Mario Dedivanovic, according to a press release sent to Retail Dive.
- The demonstration, which lasts about one minute, consists of seven bronzer shades and Dedivanovic introducing the product. A virtual hand tool was designed to look as if Dedivanovic is applying the selected shade to a user's face.
- The AR mirror is in partnership with tech company Ffface.Me and is part of a broader promotional installation that includes a photo booth and stations to test additional products, according to the release. A company spokesperson said the company is in talks about future projects, but no further information was available at the time of publication.
Dive Insight:
Makeup by Mario is joining a lineup of retailers with virtual augmented reality tech activations designed to try before they buy, combining opportunities to increase brand loyalty while adding an experiential retail experience to the Sephora store.
The prestige beauty brand’s goal is to make it easier and more enjoyable for customers to select their shades from the brand, transforming the process, “into a fun and interactive game,” per the release.
The installation is scheduled to run through July 17, according to an Ffface.Me spokesperson. The mirror demonstrations include only the bronzer because the brand’s global campaign is centered around the new product, the company said.
“Our goal was to create a seamless and accurate digital representation of Makeup by Mario's bronzers,” Nika Mantyka, creative director at Ffface.Me said in a statement. “By ensuring the digital shades match the physical product perfectly, we offer customers a reliable and convenient way to find their ideal shade.”
The concept has been deployed by other brands such as Ugg and Tommy Hilfiger. Last October, Ugg’s New York City flagship store featured an AR Mirror powered by Zero10 as part of a pop-up installation. To promote its “Uggextreme” all-gender cold-weather collection, customers could virtually try Ugg shoes in-store with animated effects from the mirror including icicle wings and an arctic storm.
In the beauty category, virtual try-on is considered a more efficient and sustainable option as no product is wasted on testing. Last year, Dufry and Perfect Corp. entered a partnership bringing AR makeup try-on to airports and online. Items from brands such as Benefit, Kylie Cosmetics and Huda Beauty can be virtually tested at airports including London Heathrow, Manchester, Barcelona and more. The online version of the experience is available in 27 countries.
Early last year, Makeup by Mario announced it raised a $40 million minority growth investment with participants like venture capital firm Silas Capital and private investment firm Provenance. This investment allowed the brand to begin its expansion into Sephora globally, improve management and grow its DTC business. Makeup by Mario launched in 2020 and the makeup artist founder has worked with celebrity clients such as Kim Kardashian, Normani and Salma Hayek
