LONDON — Estee Lauder Cos. The UK and Ireland have pulled AR and AI from games and the metaverse to solve real-world challenges by creating a mobile app that aims to help visually impaired people put on makeup.
The company said Wednesday that its Voice-Enabled Makeup Assistant app aims to help customers apply cosmetics easily and confidently, and to provide “greater self-expression and self-empowerment through their relationship with makeup.”
Lauder said the app’s “smart mirror” technology was driven by AR and AI capabilities and was developed using machine learning.
The company said it developed the app “while connecting with visually impaired consumers who have expressed a need for technology that can empower them with greater independence to apply their makeup with confidence.”
VMA uses voice instruction technologies to assist the wearer with makeup application. Users get audio feedback and cues on whether their lipstick, eyeshadow or foundation is applied evenly.
The application identifies the makeup applied to a user’s face and evaluates its uniformity and the limits of application and coverage. It also identifies areas of the face that may require more accurate application and audibly explains where touch-ups may be needed.
“We are committed to creating innovative technology solutions that make beauty truly inclusive for everyone. The Estée Lauder Cos.
“Technology is a powerful tool to increase inclusion and we are delighted to be the first to bring this pioneering application to market,” Smith added.
Monica Rastogi, corporate cultural fit and executive director of inclusion and diversity, said the company is “deeply committed to doing our part in creating an inclusive beauty industry. The launch is an important step in our journey towards makeup accessibility for everyone by removing barriers to interacting with beauty products and services.”
The new technology will first be available on the Apple App Store in the UK and on esteelauder.co.uk. Estée Lauder brand in the UK will be the first to adopt and promote the technology.
The company said it is targeted to launch on the Google Play store later this year, and other Lauder brands and markets in the near future.
Future versions of the app will offer expanded services to provide skins to choose from and new features such as makeup training tools to help visually impaired users better enjoy the company’s products and services.