Rimmel launches Get The Look app

Rimmel has launched a new Get The Look app, which enables consumers to replicate looks they find in magazines and on the street.

It is described as a ‘personalised augmented reality mirror’.

Once users point the app at people, a photo or magazine advert, it replicates the look with using Rimmel products. This enables users to buy products suggested by the app.

Users can use this technology on their mobile device as well as on Rimmel’s website using a webcam and then the ‘Try it on’ option. Furthermore, users can store the images of the make-up face and share them on social media, reported Globalcosmeticsnews.com.

Coty executive vice-president for global category development Camillo Pane was quoted by Fortune as saying: "Through ongoing research into our consumer needs, we learnt that our consumers are more inspired and driven to beauty purchases by looks they see on the street than by those created directly by beauty brands.

"Taking this into account, we have created our innovative Get the Look app that allows consumers to capture looks from the street with their phones and replicate it on themselves through the app using our Rimmel products and shades."