Virtual makeover specialist ModiFace released a new application earlier this month that allows people to experiment with different make-up products on photos of themselves.
The Ultimate Beauty application, which is available for iPhone, iPad and Android, is free to download on iTunes, and has already had 100,000 downloads worldwide, according to ModiFace director of products Nikki Gatto.
The application allows you to experiment with different eye shadow colours, mascaras, lipsticks, foundations and blushes, all from well known brands including Rimmel, Clinique, Mac, Neutrogena and Dior.
"It will give you an instant and realistic look. It doesn't just put colours on your face but shows the effect of the real product, like the exact shade, and whether it's glossy or shimmery," said Gatto in an interview with Tech Boutique. "For example, foundation will look different depending on whether it's powder or cream."
Users can either upload a photo to experiment with, or take one with their smartphone camera. The application also syncs with Facebook to give a bigger choice of photos to makeover.
When the user is happy with their look, the application will take them directly to the brand's web site to purchase the product.
"They will be able to see before and after pictures so they can decide whether they like the makeover. Then they can add products to their favourite list in the application, or purchase them directly from a brand's web site," said Gatto.
"Lots of people don't like trying products in stores, and lots of stores actually won't let you try on make-up anymore, so this application gives people an idea of what the product will look like before they buy it."
So what do we at Tech Boutique think of the application? Well, we were excited about the time it could save us at different beauty counters in Selfridges, but we did find it a bit too US focused.
Many brands regularly used by consumers in the UK were not available for testing, and the application referred to many US brands that are not sold in Europe, such as CoverGirl.
Also, it is hard enough testing different types of foundations in stores or at home, let alone online using a picture on your smartphone.
Gatto acknowledged the difficulties in trying make-up products virtually.
"We have got the effect of lipsticks, eyeshadows and blushes dead on. Foundation, though, is tough either way," she said.
ModiFace has launched a number of makeover products in recent years, including a Makeup application, which is similar to Ultimate Beauty but less mature in features and functionality, and WeightMirror, which allows users to visualise their weight loss.
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