Estee Lauder launches mobile training via YouCam
Its ART (augmented reality training) is the world’s first such education program. Using interactive live streaming, it allows the company’s more than 17,000 beauty advisers to engage in real-time training and product briefings via their mobile devices.
Beauty advisers will be able to interact with instructors, virtually try featured looks, watch presentations and ask questions. Estee Lauder will also be able to track attendance, engagement and overall performance of its trainers and participants.
“We believe this is a turning point in beauty education,” said Estee Lauder global brand president Stephane de La Faverie.
The training initiative builds on two other technology projects launched as a result of the Estee Lauder-YouCam partnership. In April, Estee Lauder used YouCam for the launch of Pure Color Love lipstick, allowing customers to virtually try all 30 shades in 30 seconds. It has since rolled out Virtual Try On on more than 800 devices in stores and on the YouCam app for its global makeup franchises.
This month, Estee Lauder introduced YouCam “Look Transfer” technology as part of an influencer launch event for Pure Color Envy Paint-On Liquid Lip Color. The technology recognises the makeup shades used on models in an advertising campaign, allowing consumers to recreate the model’s look via Virtual Try-On. This will debut in stores and through the app next year. The YouCam Makeup app can be downloaded free from the App Store and Google Play.
This story was first published on Inside Retail Asia.