Earlier last week Covergirl released a new beauty app, BeautyU. BeautyU is a new app that attempts to solve a major issue that many makeup brands face in retail and drug stores. While some of the higher end makeup companies allow for samples of each of their products in-store, lower-end makeup brands (found in places like drugstores) are kept in their plastic wraps, prohibiting consumers to try the product before purchasing. Covergirl’s new BeautyU is jumping on the latest trend in the beauty industry: beauty apps that allow consumers to virtually try on all products.
On Covergirl’s website, the brand explains its new app with the statement:
“Face it: Makeup is super personal. Finding the right shade, the right fit, and the right product just got easier. COVERGIRL BeautyU is a more personalized makeup app that lets you find your fave shades and try before you buy—all with just a few taps. Plus, the more U interact with the app, the smarter it gets.”
While some apps have attempted to tap into this app category, BeautyU offers several unique feature that allow it to stand out from its competitors. Covergirl’s primary competitor, L’Oreal first successfully launched their virtual-beauty app, Makeup Genius, in 2014. Since then, it has been downloaded from the App Store 6.3 million times. While Covergirl may be following in these successful footsteps, they have been attempting to perfect their product for years now with innovative and unique features that L’Oreal’s app does not have.
First and foremost, BeautyU uses a facial scan to help identify users individual facial features, including their skin tone and face shape (see pics above). This allows for each of the beauty recommendations to be unique to each user. Moreover, the “magic mirror” technology creates an augmented reality, allowing users to virtually try on all of Covergirl’s products. Another feature that allows BeautyU to stand out is its “consultation”, in which the app asks users’ their beauty preferences. The consultation asks a wide variety of questions ranging from “What’s your perfect date?” to “What’s one makeup item you can’t live without?”. These questions allow for the app to pick out the best products for each unique consumer. This custom, tailored experience also picks out suggested products for different events, such as what makeup would be best for you for your weekend brunch. Other features of the app include aspects such as, “how-to’s for you”, in which consumers can learn step-by-step how to use each of Covergirl’s suggested makeup products. One final cool aspect of the app is that it was made in partnership with an organization called “Girls Who Code”, a company that seeks to educate women in computer technology. Moreover, the app further eliminates the need for consumers to go to brick and mortar retailers, as it allows users to “fill up” their virtual makeup bag and purchase all products in app. Covergirl also released promotional videos of the app on its Youtube channel, explaining all of the features:
Since the app is relatively new, its success is unknown for the moment. If BeautyU does gain traction, it could drastically change the beauty industry’s in-store purchases. While makeup salesmen have attempted to recommend products based on consumers’ skin tones and facial features, these apps have the potential to be smarter than any beauty salesmen if the consumers continuously use the app. Personally, I am a big fan of the new BeautyU app, as it saves me the effort of going into a store and buying a product with the risk that I may not like the shade after opening it post-purchase. What do you guys think of the new beauty app trend??