YouCam and Maybelline New York Partner for NYFW AR Beauty Experience


Virtual beauty app, YouCam Makeup, and Maybelline New York have announced a partnership coinciding with New York Fashion Week (NYFW). 

The collaboration between YouCam and Maybelline allows users of the app to access "New York’s runway-inspired looks ... in a true-life trial, one-tap shopping experience." 

The Details

  • The Maybelline Fashion Week Series is available in the YouCam Makeup app;
  • The series features three NYFW looks using the new Total Temptation Collection from Maybelline;
  • Looks include bold berry lips with dramatic smoky shadow, a natural glowy skin with matte nude lip and a soft purple lip with flared lashes;
  • After users have tried on the featured looks, they can one-tap shop the products to achieve these looks at home.

Laetitia Raoust, Maybelline New York chief digital officer, said, “Maybelline is excited to make our New York Fashion Week makeup looks easily accessible to women and provide them with the tools to make it their own thanks to YouCam’s innovative technology. 

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