Max Factor product suite to go interactive with Blippar

Procter & Gamble’s Max Factor line of cosmetics has entered a strategic partnership with Blippar, a leading visual discovery application.

Under the agreement, the entire product suite of Max factor has been made fully interactive with curated digital content using augmented reality.

The company stated that by blipping the items with the free Blippar app, cosmetics shoppers can reveal high-quality information and interactivity tailored to each product.

The collaboration will facilitate consumers with the opportunity to see before and after photos for a particular makeup product.

Blippar senior brand partner Mikela Eskenazi said: "Studies show 70% of women research online before buying beauty products in-store, however 90% of purchases still happen offline.

"That means there is a huge opportunity to bring the richness of the digital world to the store."

The app will also facilitate the potential customers with customer reviews and professional makeup tips.

Max Factor global brand manager Laure Murciano said: "I’m proud to be the first brand to switch on all our entire product portfolio and many of our in-store touch-points.

"Over time, this experience will become personalised, tailored for every woman, so she can shop smarter and make easier beauty choices. This is ground-breaking not only for the category, but for the whole shopper experience."

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Image: The entire product suite of Max factor has been made fully interactive with curated digital content using augmented reality. Photo: ©Blippar.