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Lancôme's Virtual (Runway) Reality



Published February 12, 2014
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Lancôme has launched a new interactive program that allows consumers to 'get the beauty look' straight from the runway of Jason Wu 2014 Collection and the cosmetics giants is providing a means for users to take cosmetics for a virtual test run in real time.

To celebrate Lancôme and Wu's continued inspired partnership, and salon DreamDry's One Year anniversary, Lancome has aligned with interactive marketing leader FaceCake Marketing Technologies, Inc. to bring a revolutionary cosmetics "try-on" platform to DreamDry's New York Flatiron location.

Classic Lancôme favorites and the new makeup look direct from Wu's fashion-forward show are available to virtually try on using FaceCake's Swivel Close-Up platform for a limited time. Swivel Close-Up provides consumers the opportunity to try on makeup in a zero-to-two foot environment, literally mirroring the in-store experience.

"DreamDry prides itself on forward-thinking technology incorporated into the client experience; from iPads at every station to a streamlined booking process. I'm thrilled to partner with Lancome and FaceCake to debut this cosmetic innovation and be the connector between the fashion, beauty and technology industries," commented Robin Moraetes, CEO and co-founder of DreamDry.

Beauty lovers are invited to visit the blowdry hotspot to get a first-look at this game-changing technology that bridges the gap between the virtual world and traditional stores. Visitors will be able to virtually try on Lancôme looks, get real-time advice, shop their favorite products, and share their virtual makeover pictures on social media—all through a simple touch screen.

"We are pleased to debut this experience with Lancôme at DreamDry. Swivel Close-Up lets users try on anything from jewelry to scarves to makeup with just a webcam and a computer,” said Linda Smith, founder and CEO of FaceCake.

"As a digital leader in the prestige beauty world, Lancome is always looking to offer an even more interactive and immersive experience for consumers," said Stacy Mackler, Lancôme VP, PR and communications. "With this virtual makeover technology, we're thrilled to have found another way to bring the best in effortless chic luxury to our consumers."


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