Urban Decay’s on top of the digital game with ‘tinder style’ lipstick app

By Michelle Yeomans contact

- Last updated on GMT

Urban Decay’s on top of the digital game with ‘tinder style’ lipstick app
Urban Decay is leading the way in the beauty digital perks game, having recently created a ‘Tinder-style’ app that allows consumers to try on shades of its’ new ‘Vice Lipstick’ line while on the go.

The idea is that after taking a photo or using the phone’s camera as a live mirror, the user swipes left or right on shades of lipstick that matches their skin tone, much like the movements of the dating app, or so I’m told…

There’s a social element too which allows consumers to share lipstick photos with friends and invite them to vote on his or her favourite.

This in return revs up more exposure for the brand without having to further tap into its’ marketing budget.

Not too long ago, Urban Decay invested in augmented reality technology to help shoppers quickly browse and filter products, narrowing their selection to the most relevant and enticing set of options.

“We continuously look for ways to encourage our customers to express their independent spirit and style,”​ said Katherine LaFranchise, AVP, Digital, Urban Decay at the time of the development.

Image based beauty apps are gaining preference

Various cosmetics giants have been crafting their presence in the augmented reality and phone app arena of late, upping the ante on shopper engagement, customisation and the navigation experience.

According to Mintel, social media and digital communication tools are one of the few areas that many consumers remain focused on, although scrolling through hundreds of posts a day is also probably one of the reasons why attention spans are on the wane.

However, the firm’s analysts found that Instagram and Snapchat have seen huge growth in recent years because they rely largely on imagery that is easy to take in.

Related topics: Market Trends, Colour Cosmetics

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