Maybelline New York utilises YouCam’s app to provide AR beauty experience

Online beauty platform Perfect has collaborated with cosmetic brand Maybelline New York to the launch New York Fashion Week campaign.

Utilising augmented reality (AR) and artificial intelligence (AI) technologies, Perfect’s beauty app YouCam Makeup will feature the Maybelline Fashion Week Series, which offers three make-up styles highlighting Maybelline’s new Total Temptation collection.

The YouCam Makeup app’s digital try-on feature helps users to see how Maybelline’s new styles would look in real-time on a live video feed. The app will also suggest product pairings and offer makeup trials before product purchase.

Perfect Corp CEO Alice Chang said: “As the official New York Fashion Week cosmetics sponsor for nearly a decade, with more than ten shows this season, Maybelline New York was the perfect partner to collaborate with and launch this unique digital runway experience through YouCam’s AR and AI capabilities.”

YouCam Makeup is available on the App Store and Google Play for free.

Maybelline New York chief digital officer Laetitia Raoust said: “Maybelline is excited to make our New York Fashion Week makeup looks easily accessible to women and provide them with the tools to make it their own thanks to YouCam’s innovative technology.

“This is a fun, new layer to the makeup experience for women who want to experiment more with their beauty looks.”

Maybelline New York is a subsidiary of French cosmetics company L’Oréal.