Estée Lauder brings on virtual make up

Estée Lauder goes virtual. The American cosmetics company offers shoppers the possibility to virtually apply different make up foundations on their faces through an artificial intelligence app. For the moment, this service is only available in stores in United Kingdom, United States and Japan.

The app is called iMatch Virtual Shade Expert and uses the artificial intelligence system developed by Perfect, company specialized in developing this type of technology. Through the app, which is available on interactive screens inside the cosmetics company’s stores, users can apply make up foundations in multiple shades and know which one looks better on them before purchasing the product.

This technology will arrive to stores in more than thirty countries in the next six months, according to Stéphane de La Faverie, global brand president for Estée Lauder. The next step in this rollout is to extend the range of make up products that users can virtually apply. And the first on the list are lipsticks.