The brand has announced the launch of ‘exclusive’ virtual brows in the UK via the Meitu platform, MakeupPlus, with the companies describing it as a ‘first-to-market’ offering of brow try-on, alongside integrated brow m-commerce.
Augmented reality (or AR) has fast becoming a leading area of focus for the industry when it comes to digital beauty.
Augmented reality: how it’s used
AR capabilities from technology companies like Perfect365, YouCam, ModiFace and Meitu are being quickly incorporated by cosmetic brands across the board to allow consumers to virtually try on products in the comfort of their own home using nothing more than their mobile phone.
Benefit is just the latest player on the bandwagon, following strides by other major global players in recent months, like Bobbi Brown, L’Oréal and Charlotte Tilbury.
The appeal of these types of technologies is built around offering consumers more engagement and experience, while providing brands with insights and data which can be applied in other parts of the business.
Consumer confidence
According to Benefit, a large part of the appeal of offering its brow styles via augmented reality is that it allows consumers to feel confident before opting for a brow style. With the brow trend on the rise, particularly in the UK market, Benefit seems keen to encourage new consumers to get involved.
“At Benefit we understand that while brows are a growing trend, there is still some nervousness around trying new brow styles,” Michelle Stoodley, Head of Digital Marketing at Benefit, confirms.
“Our partnership with Meitu aims to take the fear out of brows, and allow our customers to try our new styles with ease.”
From Meitu’s side, the partnership with Benefit is a step forward in its business strategy of reaching out to new brands and consumer groups.
“Benefit is the perfect beauty partner for MakeupPlus; fun yet prestigious, affordable yet high-end – the brand has their ear to the ground on innovative technologies and embrace new ways to engage their users,” explains Frank Fu, Managing Director of Meitu’s Global Operations.
“We are very excited to collaborate with this fantastic brand and look forward to expanding our partnership.”