Rimmel London has launched the first-ever App with a personalised augmented reality mirror. The technology lets the user try out a make-up style found anywhere, such as on the street or in a photo in a magazine – and then buy the items needed to create the look.

The brand is calling it the “Get the Look” App, and its technology, which lets users “Snap, Try and Buy.”

Camillo Pane, Coty Executive Vice President global category development, comments: “I am very excited to unveil the next step in our Coty digital revolution with the Rimmel Get The Look app. Through ongoing research into our consumer needs, we learned that our consumers are more inspired and driven to beauty purchases by looks they see on the street than by those created directly by beauty brands.”

More About How It Works

The “Get the Look” App’s users can point a smartphone at a friend, beauty ad, a photo or a person’s made-up face, and then virtually recreate the look using color-matched cosmetics by Rimmel.

The App uses highly-advanced real-time tracking that detects make-up on faces in print and real life. This reading is compared with Rimmel’s extensive database to find the best matching shades of mascara, eyeliner, eyeshadow, lipstick, lipliner, blusher, bronzer and foundation to try out on your own image using your smartphone camera.

Users also have the ability to customise virtual looks by changing the shades and colors in real time using the Rimmel website’s live try on 3D Technology.