beauty
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“Hair and makeup services at the push of a button; this may literally be a dream come true for some women. And what better city to launch in than the city where everyone is constantly busy, but there is also a high standard to look great all the time? After being up and running for six months in New York, this service is getting ready to expand, first to Los Angeles, and then onto other regions nationwide.”

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Decoded Fashion - Fashion Tech Daily - Glam Squad
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“Beauty retailer Birchbox just joined the ranks of other formerly online-only businesses (Warby Parker, Rent the Runway and Bonobos) and opened its first permanent store in New York City’s SoHo neighborhood.”

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Decoded Fashion - Fashion Tech Daily - Birchbox
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“Too Faced Cosmetics has tapped Dulce Candy Tejeda to be its first ever YouTube ambassador for their hero product, Better Than Sex Mascara.”

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Decoded Fashion - Fashion Tech Daily - Dulce Candy Tejeda

Decoded Fashion - News - Sephora Augmented Reality 3D Mirror

Augmented reality has many applications in the fashion industry, predominantly it has been used to create interactive shop windows or responsive mirrors in-store. Uniqlo, for instance, implemented their so-called ‘magic mirror’ in some stores to help customers choose the ideal colour for their garment. In luxury fashion, Hugo Boss created an augmented reality game for their shop window in London. The jewellery industry has also found practical uses for augmented reality. Boucheron, for instance, created MyBoucheron, which allows customers to preview what a piece of jewellery could look like on them using their webcam at home.

It’s no surprise that the beauty industry is now turning a hand to AR. Last year, Bobbi Brown launched a print-to-mobile campaign using an app named Blippar that allowed customers to rate and purchase products on the brand’s mobile site when they scanned a campaign image that appeared in print (more about that here). The year before, Maybelline launched a campaign which enabled customers to try on different shades of nail polish virtually using the Blippar app and a photo taken of their hand.

This year, we have seen a lot more innovation within the industry. In collaboration with ModiFace, Sephora have introduced 3D augmented reality mirrors which show customers what different types of makeup will look like on them. ModiFace have also developed an anti-aging augmented reality mirror whose purpose is to show the effect of anti-aging and general skin care creams (more about this here). They also recently launched an app named Beautiful Me, which detects its users’ skin tone and eye colour and recommends products suitable to these (an article about this can be found here). Meanwhile, L’Oréal have also created an augmented reality mirror, but one that can be used anywhere, using just a smartphone – the Makeup Genius app. It also lets customers try out different shades of product.

The entertainment factor in augmented reality is significant, especially in the beauty industry, it allows users to play the “make-over” game without the hassle of smudges. Brands using augmented reality can be confident that it will create considerable press buzz, but whether these measures drive conversions can be questionable. Customers may enjoy using augmented reality, but it remains to be seen whether many of them will buy makeup based purely on a virtual preview.

Reported by Anna Abrell

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“Putting an end to all speculations that sprouted last year about Gucci launching its first make-up line, the Italian fashion house has revealed that the brand will be releasing it in September this year.

The debut cosmetic collection will be produced with the consumer goods company Procter & Gamble.”

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Decoded Fashion - Fashion Tech Daily - Gucci Make-Up
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“L’Oréal digitally enhances its beauty offering with Makeup Genius, the brand new app that lets you virtually try before you buy.”

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Decoded Fashion - Fashion Tech Daily - L'Oreal Makeup Mirror App
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“Birchbox, the popular ecommerce service for beauty products, announced Monday that it has raised $60 million in funding. The Series B funding round was led by Viking Global Investors and brings Birchbox’s total funding to date to just more than $70 million. Fortune, which broke the news, reports that the latest funding round values Birchbox at around $485 million.”

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Decoded Fashion - Fashion Tech Daily - Birchbox

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“Julep, a cosmetics and beauty brand and e-commerce platform, has raised $30 million in Series C financing; Azure Capital, Madrona Venture Group, Altimeter Capital, Andreessen Horowitz and Maveron all participated in the round. The new investment brings Julep’s total venture funding to $56 million. Celebrity backers include Will Smith and Jay-Z.”

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Decoded Fashion - Fashion Tech Daily Julep

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“Launching today at 10 a.m., Lipstick.com is essentially a separate entity from glamour.com and counts as Condé Nast’s first digital spin-off, according to a spokeswoman.”

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Decoded Fashion Fashion Tech Daily Lipstick

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  1. How Warby Parker’s Customer Service Videos Have Created Life-Long Fans
    Businesses have been getting creative with the way they provide customer service, and for Warby Parker that means personalized YouTube videos and comical emails.
  2. The Cambridge Satchel Co. Receives Cash Infusion
    The British accessories label The Cambridge Satchel Co. has raised $21 million in funding from the venture capital firm Index Ventures.
  3. Burberry Aims for Brand Cohesion with Beauty Video
    British apparel brand Burberry is presenting the full look of its ongoing spring/summer 2014 collection campaign with a social video that marries the marketer’s fashions, runway show and cosmetics to create a well-rounded image.
  4. The 38 Essential Online Shops, Winter 2014
    We’ve broken the list into four categories: multi-brand retailers, online-only favorites, discount go-tos,  and new arrivals, where we give a special shout-out to e-commerce sites that have arrived within the past six months or so.