Revlon’s vampish varnish captured the golden age of Hollywood, Estee Lauder was the epitome of understated New York elegance, Mary Quant and Biba painted the Swinging Sixties Max Factor, Elizabeth Arden, Maybelline and Bourjois dominated the Seventies and Eighties. They’ll even pick up the postage.Make-up is very often a sign of the times.
So confident was this tech lead start up, you could – and still can – claim a full refund within 60 days if your foundation isn’t perfect. Pairing unbelievable before-and-afters with more than a pinch of am dram influencer behaviour, the campaign promised that the brand – a direct-to-consumer online operation – could send you a flawless shade match of its I Woke Up Like This foundation through the post using nothing more than an algorithm-based quiz.
A viral marketing campaign introduced the world to Il Makiage in 2018, where 10-second Stories of people theatrically transforming their skin with a seemingly perfect base product infiltrated everyone’s Instagram account. Turns out, the brand to have succeeded – as in, really succeeded – is one you’ve likely side-eyed on a hypey sponsored Instagram post before. Selling foundation online remains – in spite of the wealth of shade-matching apps out there – the frontier every brand wants to overcome.
Virtual try-ons are now commonplace: Dior and Charlotte Tilbury can make you over through the magic of Zoom, and even the stoically traditional house of Chanel boasts an impressively chic app, Lipscanner, through which you can see any of the brand’s lipstick shades on your own face in hi-def augmented reality.īut lipsticks are easy, as are eyeshadows and eyeliners. If make-up was heading online before the pandemic, the global shut-down of our retail spaces pushed the shift into overdrive.
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