To celebrate the launch of its Pure Color Love lipstick, Estée Lauder has partnered with smart cosmetic app YouCam Makeup to allow UK consumers to try on all 30 shades in just 30 seconds via the AR and facial mapping technology.

The in-store experience will be available at Lauder’s Selfridges counters in London, Manchester and Birmingham and its Estée Edit Carnaby Street store. Beauty Advisors will be on hand across locations to show consumers how to download and use the app.  

“Estée Lauder is excited to announce this partnership with YouCam – their first beauty venture in the UK,” said Chris Good, President, The Estee Lauder Companies UK & Ireland. “As a brand we no longer just sell lipstick. We offer the consumer a unique experience – and YouCam gives us this opportunity to bring innovative technology and a real digital first concept to the make-up loving millennial. And there is no better place to bring technology, social engagement and beauty together than at Selfridges and at our Carnaby Street store.”