Wow How incorporates gaming technology into a beauty app

By Simon Pitman

- Last updated on GMT

Wow How incorporates gaming technology into a beauty app
An female-founded beauty tech startup has fast forwarded beauty apps by incorporating gaming technology into its app launch aimed at offering consumers a higher level of personalisation.

Designed with the aim of providing an enhanced consumer lifestyle experience, the technology includes a ‘Virtual MUA’ function that recognises facial features to determine colour cosmetic applications from millions of combinations/tones that can also be tailored around individual preferences.

The app technology has been designed to work in real time and can be used once it is successfully downloaded onto any type of smartphone.

Virtual and augmented reality

The technology is based on both augmented and virtual reality to provide the sort of perspective a make-up artist might have when choosing the right type of look for their client.

Colour cosmetic users often site that they make many mistakes when purchasing, thinking they have purchased the right shade, only to find that it looks very different once applied.

Wow How CEO Gaynor Matthews says that the new app has been designed to help women avoid what can be expensive mistakes, and help educate them to make more educated decisions about the colour cosmetics they buy.

Change can be for the better

In approaching the development of the app, Matthews explains that she had not changed her colour cosmetic make-up style in over 30 years, which made her realise that an app could help her and other women like her, get out of that kind of rut.

“It became apparent that that there was a gap in the market for a tool that would help me refresh my look and technique, without having to undertake timely and often intimidating appointments in store,” ​said Matthews.

 The key problem I personally felt was that I didn’t know what colours were best for my skin tone and then how to apply the makeup correctly to make the most of my features; from that the idea for Wow How was born.”

App functionality

The app can be downloaded from both Google Play and the Apple Store for a modest fee, and offers a variety of functions that include hundreds of make-up combinations, a look and learn function to help acquire application skills, as well as a check and correct function, to help rectify commonly made problems.

The check and correct function is enhanced by a split screen 3D view, which helps to enhance the experience, while make it easier to learn and apply the make-up simultaneously.

Likewise, ‘learn’ algorithms can be deployed to help pull up hundreds of colour/tone combinations designed to meet exact skin tones while determining the most suitable palette of colours to suit the individual.

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