Taking digital to a new level - Yves St Laurent teams up with Google Glass

By Michelle Yeomans contact

- Last updated on GMT

Source: dressedtokill.com
Source: dressedtokill.com

Related tags: Cosmetics

In recent years, digital engagement has emerged as a strong driving force with online beauty communities shaping sales for most brands. Yves St Laurent is the latest to take digital investment to the next level by teaming up with Google Glass.

The venture between the beauty giant and Google sees YSL’s make-up artists kitted out with augmented reality glasses featuring built-in cameras that enable them to demonstrate ‘Beauty Tutorials 2.0’ for consumers.

Make-up applications are filmed as it happens, capturing the expert's every step to show how the look is achieved.

In this way the viewer gets the impression of a close up and personal video of a professional applying makeup as well as written instructions sent to them afterwards by email so that they can 'easily replicate' the application techniques.

Thus, allowing the user to easily and without further help from a professional, replicate the application from the comfort of their own home.

Hands-free convenience

With Google's device, makeup artists have the opportunity to work hand's free without having to hold up the camera. 

The technology also gives YSL the opportunity to send clients before and after snapshots, along with a list of the products used in the tutorial that they recommend so that consumers can purchase the same products in-store.

The idea is being trialed in the firm’s New York and London outlets until the end of September, before roll-out across Europe and Asia.

YSL also expects clients to post their makeup tutorials online on social media and via video sharing sites such as YouTube.

"The best part is that you'll actually understand how to use the product on your own face. Wave goodbye to splurging on an entire makeup set just to have it buried away in a dusty beauty drawer, save for one lipstick or eyeliner you managed to figure out,​" say company reps.

Related topics: Market Trends, Colour Cosmetics, Skin Care

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