Estée Lauder enters into beauty venture partnership with YouCam in UK

Cosmetics firm Estée Lauder has entered into a beauty partnership to offer its new Pure Colour LOVE lipstick shades on Perfect Corporation’s YouCam Makeup app in the UK.

Customers can virtually try on 30 shades of new Pure Colour lipstick via the app at Estée Lauder Selfridges counters and the Estée Edit Carnaby Street store.

Estée Lauder Companies' UK and Ireland president Chris Good said: “Estée Lauder is excited to announce this partnership with YouCam, their first beauty venture in the UK.

“As a brand we no longer just sell lipstick. We offer the consumer a unique experience and YouCam gives us the opportunity to bring innovative technology and a real digital first concept to the makeup loving millennial.

"And there is no better place to bring technology, social engagement and beauty together than at Selfridges and at our Carnaby Street store.”

Estée Lauder's beauty advisors will be present at the locations to guide customers in downloading and using the YouCam app. They will also help try on every Pure Colour LOVE lipstick shade across the finishes, Ultra Mattes, Shimmer Pearls, Cooled Chromes, and Edgy Crèmes.

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Image: Estée Lauder's new Pure Colour LOVE lipstick counter. Photo: courtesy of Business Wire.