Estée Lauder ramps up VR beauty strategy with added YouCam experience
Estée Lauder is expanding its global partnership with YouCam in a first-ever mobile augmented reality training program offering Estée Lauder's 17,000 employees on-demand training and product briefings on their phones.
The program is set up as a private live channel that Estée Lauder's team of Beauty Advisors and sales team can access. Employees using the Augmented Reality Training (ART) platform will be able to interact with product and virtually try on featured looks during the courses. Employees can follow along with slide show presentations and ask real-time questions and deliver immediate feedback.
In addition to using the platform for regular live training sessions, Estée Lauder will be able to track attendance and gain performance and engagement data from teachers and participants.
Stephane de La Faverie, Global Brand President, Estée Lauder said, “We believe this is a turning point in beauty education and leveraging technology.”
Estée Lauder debuted the new ART program this month before 600 brand employees.
Estée Lauder has been integrating more VR and AR programs into its brand experience over the past year. FashionNetwork.com reported here that the brand had partnered with ModiFace to offer a chatbot on Facebook Messenger that helped consumers try on lipsticks using VR and offered purchasing assistance.
Estée Lauder began partnering with YouCam in April 2017 for the launch of its 30 shade Pure Color Love lipstick range. The brand has since rolled out the virtual try on program to 800 devices anchored in store locations as well as through the YouCam app.
Estée Lauder will next debut a virtual try on feature that allows customers to recreate looks featured in brand campaigns. This "Look Transfer" campaign will debut in stores and through the app in 2018.
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