Rimmel has launched an augmented reality solution using Facebook’s latest camera updates.

Rimmel’s Facebook Camera Effects is available via the in-app camera, Facebook Stories and select content on Rimmel’s Facebook pages in the US, UK and Middle East.

Consumers can try-on makeup using the app, including Rimmel ‘looks’ such as the triple eyeliner flick.

“With millennials expected to outspend babyboomers by 2017, it is becoming increasingly important to answer their need for innovative yet easy to use technology, that makes their purchasing decision more engaging and easier,” said Montse Passolas, global VP of marketing, Rimmel London. “With our new Facebook Camera Effects, Rimmel is empowering users by allowing them to try out and see new make-up trends and looks on themselves rather than on a model or influencer. This makes it even easier for consumers to pick out shades and styles that best suit their features and complexion.”

This is the latest in a string of AR developments for Rimmel’s parent company, Coty, having worked with AR developer, Holition in the past to create a 3D AR app for Rimmel to help customers “steal the look” from friends and magazines, as well as creating Manimatch for its Sally Hansen brand, which helps customers choose nail polish. 

Fred Gerantabee, global VP of digital innovation at Coty, added: “Coty is focused on continuous digital transformation of our brands to ensure we are continuing to exceed consumers’ needs. We have always placed importance and tremendous value around augmented reality and virtual try-on tools across our brands, including Rimmel, Sally Hansen and Clairol, and it made perfect sense to bring that same excitement and exploration to the world’s most ubiquitous platform – Facebook – in a way that’s perpetual, and scalable. For Coty this isn’t a “one day only” deal - we aim to make beauty exploration and sharing new looks a central part of Facebook users’ daily interaction with and enjoyment of the platform. The new in-app camera gives us an exciting way to do exactly that.”

Jonathan Chippindale, CEO Holition commented, “Our partnership with Coty/Rimmel London has highlighted an exciting breakthrough as it demonstrates how the hyper speed  ‘EdgeYourLook’ app can harness the scale of augmented reality for Facebook’s two billion users. As one of the early pioneers in augmented reality we are always searching for new ways for more people to experience its sheer fun and playfulness".