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Mary Kay has taken its popular online makeover tool mobile. According to Patricia Wanderley, M

August 1, 2012

• Mary Kay has taken its popular online makeover tool mobile. According to Patricia Wanderley, Mary Kay Inc.’s vice president of global digital marketing, Mary Kay’s recently launched Virtual Makeover app—which is based on the firm’s online virtual makeover tool—has garnered a strong following and awards too.

According to Wanderley, since launching this spring, the app has been downloaded nearly 500,000 times.

The Mary Kay Virtual Makeover app won the Direct Selling Association’s 2012 Ethos Award in mobile technology. The Mobile Virtual Makeover App also won the overall winner for the Digital Innovation Award category.

On the app, women can upload their photo and create customized looks to suit their current style or try a new style on their smartphones or tablets. Products from every makeup category are available to create new looks. Plus, hairstyles and accessories are available to add the finishing touches. For those who would rather try out the new look on a model, the app offers 19 images of models of various skin tones, hair color, eye shape and ages so users can find the model that most closely represents them.

“Every woman I know has a makeup drawer full of bad choices,” said Sheryl Adkins-Green, Mary Kay Inc.’s chief marketing officer. “All of those shades that looked great in the package but did not deliver the expected look once you tried it on. This is why our virtual makeover tool is so useful. You can try on the product virtually, play with makeup and create every look imaginable. From the everyday natural beauty to the glamorous smoky eye, you can see how it looks on you. You can decide what looks great before you purchase from your Mary Kay Independent Beauty Consultant.”
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