In an effort to further personalize the advertising experience, Slate Cosmetics is asking consumers to upload photos of themselves to feature them as the "model" in their ads. Slate Cosmetics is the first brand of its kind to attempt an "entirely digital launch, with distribution, at least initially, through only e-commerce."
Using technology from Looking Glass, Slate calls for consumers to sample cosmetics virtually, by uploading photos of themselves into their online display or native advertisements. One hurdle that Slate will face is that many consumers are quite loyal to makeup brands that they know and love, and have grown to trust over the years. Another hurdle that Slate will face with this strategy is that they lack physical-store presence. Without sample-kit distribution and the ability for consumers to try the product in person, Slate may face difficulties; however, Slate hopes to bypass the sampling step by using technology developed and executed by ModiFace.
According to ModiFace's website, "ModiFace powers apps that bring skin-care products to life by simulating how they will look on a consumer's own photo. Based on ModiFace's patented face and skin mapping technology, every detail of the skin is carefully analyzed and photo-realistically rendered for accurate life-like visualizations."
Slate is the first brand to use the current version of this technology for a "full-scale launch in paid media." Hopefully, the technology will allow consumers to see advertisements featuring themselves as the model, even when visiting other websites.
SOURCE: http://adage.com/article/digital/coming-cosmetics-ads-featuring-model/295715/
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