Estée Lauder has launched an app allowing customers to find a skin-matching foundation in-store.
The brand hopes the new artificial intelligence app will enhance the shopping experience for customers looking to find their perfect shade. The app, called the iMatch Virtual Shade Expert, includes color-calibrated LED lighting to help shoppers find their foundation shade. The app is tailored to work with the brand’s Double Wear Stay-in Place Foundation. The goal of the app is to allow customers to find their best shade without having to get assistance from store staff. The new app will be available in thirty countries, but is only being rolled out now in the U.S., Japan, and the UK—the latter being where Estée Lauder is the leading beauty brand according to a Gartner L2 report.
The new app follows Estée Lauder’s virtual try-on tool for lipstick, rolled out in many stores worldwide. The lipstick matching allows customers to virtually try on thirty shades in thirty seconds; the addition of this tool has led to higher consumer engagement for the company. The company also has an augmented reality app for its beauty advisors that serves as a live makeup education program.
Estée Lauder has been adopting technology to better serve its makeup consumers. The beauty brand hopes to place the choosing power in the hands of shoppers.