SUBSCRIBE TO THE NEWSLETTER

Browse all

Gucci Beauty invites you to try on make-up with augmented reality

The brand invites fans to join Snapchat to experiment with a virtual try-on tool

Gucci Beauty invites you to try on make-up with augmented reality The brand invites fans to join Snapchat to experiment with a virtual try-on tool
Courtesy of Gucci
Courtesy of Gucci
Courtesy of Gucci

Think of Gucci's Breakfast in Bed campaign: the room is full of flowers, delicate porcelain and breakfast trays are placed on the table, together with the new luscious Rouge De Beauté Brillant lipsticks, all there ready to be tried. Now imagine, virtually, inside the Snapchat app where you can see on your lips the new Gucci Beauty hybrid lipstick that combines shine and hydration, and which has the pigmentation levels of a lipstick and the healing properties of a balm.

Developed with a series of engaging features, Gucci Beauty's goal is to encourage people to create their own personalized look, with the help of the brand's makeup tools: a tool, even if virtual, to promote free self-expression, always dear to the artistic director Alessandro Michele. It is not the first time that Gucci has used technology to digitally test its novelties, it had already done so to allow people to see themselves wearing a pair of sneakers before making a purchase. On the beauty side, it is possible to experiment with the key products of the make-up collection. Each makeover begins with one of the five shades of Fluide De Beauté Fini Naturel foundation. We then move on to a “sun-kissed” touch, according to the preferred intensity of one of the three shades of Poudre De Beauté Éclat Soleil, finishing with a veil of L'Obscur mascara on the eyes. The virtual make-up session is completed with Rouge De Beauté Brillant.

Courtesy of Gucci
Courtesy of Gucci
Courtesy of Gucci

Available via Snapchat lens carousel and Snapcode, the experience begins by wearing a sleep mask on the user's eyes - a gesture which, moreover, refers to waking up, followed by breakfast in bed - in the black and gold vintage print that recalls the lipstick packaging. Subsequently, it will rise to reveal the user's face showing off the different shades and combinations chosen. Playful and useful at the same time, Snapchat Rouge De Beauté Brillant by Gucci Beauty will allow beauty lovers to experiment and define their own personal look, wherever they are in the world. And don't forget, once the make-up is done, to tag @Gucci in the snaps.