Rimmel Rite Aid: Virtual Beauty Stations

Rimmel aims to encourage women to find their edge and individuality by experimenting and expressing themselves through their diverse range of cosmetics. Every shade, texture, and eye flick that Rimmel creates is designed to help women find their beauty boundaries and stride beyond them. To create a new in-store touchpoint that would orchestrate a frictionless and playful experience, Rimmel, under the global beauty company Coty, commissioned London-based innovation studio Holition to design, develop and deploy the first hyper-scalable augmented reality try-on stations to be available to Rite Aid store customers across the USA. Powered by FACE by Holition™, our self-originated and patented technology, the augmented reality mirrors use artificial intelligence and machine-learning algorithms to track and measure 82 points on the face, ensuring a hyper-realistic, accurate, and beautiful makeup rendering or visualisation. From subtle to bold looks, store goers could explore Rimmel’s different makeup collections - from eyeshadow palettes to lip colours. Store goers also benefit from gaining information about the products during the experience. The Rimmel Rite Aid augmented reality mirrors provide a quick and easy experience, aiding in hygienic concerns and lack of try-before-you-buy. The virtual try-on also addresses consumer pain points surrounding choice paralysis, thereby positively contributing to a consumer’s purchase intentions. The augmented reality magic mirrors provide a new dimension to beauty through a personalised, realistic, and playful experience that successfully communicates Rimmel’s brand goals of innovating to re-shape convention, create new looks, and to give their customers the tools to explore new versions of their desired look.