Coty-owned make-up brand Rimmel has stepped up its digital offering with the launch of its new ‘get the look’ app that allows consumers to replicate looks found in magazines and on the street.

The app is described as a ‘personalised augmented reality mirror’ where consumers can point the app at friends, a photo, magazine spread or advert before the app replicates the look using Rimmel products. Users can then go on to buy the products recommended by the app.

Consumers can use the technology on their mobile device and Rimmel’s own website using a webcam and the ‘Try it on’ function. Photos of the make-up face can then be stored and shared across social media.

Camillo Pane, Coty Executive Vice President global category development, says, “I am very excited to unveil the next step in our Coty digital revolution with the Rimmel Get The Look app. Through ongoing research into our consumer needs, we learnt that our consumers are more inspired and driven to beauty purchases by looks they see on the street than by those created directly by beauty brands. Taking this into account, we have created our innovative Get the Look app that allows consumers to capture looks from the street with their phones and replicate it on themselves through the app using our Rimmel products and