Bridget Dolan and her team at Sephora’s Innovation Lab, based in San Francisco, were a year into developing a new virtual reality tool for the retailer’s mobile app when the technology used to power the experience saw a breakthrough.
“When it comes to augmented and virtual reality, it can only be successful if it’s truly useful,” said Dolan, Sephora’s head of innovation. “We weren’t interested in just buzzy. A lot of things like technical accuracy and timing had to come together, and there was a time last year when, during testing, we hit a tipping point.”
Sephora’s team and its technology provider, augmented reality platform ModiFace, had pushed facial recognition technology to a new point of sophistication. After months of development, the technology can break down one virtual makeup application into a step-by-step layering process, while maintaining critical accuracy and reaching mass scale.
More in Marketing
In the marketing world, anime is following in the footsteps of gaming
As marketers look to take advantage of anime’s entry into the zeitgeist, they might be wise to observe the parallels between the evolution of anime as a marketing channel and the ways brands have learned to better leverage gaming in recent years.
With the introduction of video ads and e-commerce, Roblox looks to attain platform status
Roblox is expanding into more areas than just ads in 2024. Much like platforms such as Amazon and Facebook have transcended their origins to evolve from their origins as online marketplaces and social media channels, Roblox is in the midst of a transformation into a platform for all elements of users’ virtual lives.
PepsiCo wants to remain a ‘driver of culture’ as it turns to influencers and activations amid rebrand
The soda-maker says it can translate cultural relevance into sales volume.
Ad position: web_bfu