2. What is it?
The augmented reality mirror was introduced to a Sephora location in
Milan in 2014.
It uses the ModiFace app to simulate what certain cosmetics would look
like on a customer’s face, in real time.
It can locate the features on a person’s face and applies eye shadow
colors from a video camera.
A customer can choose a color palette on the screen and tap on an
eyeshadow color.
Different textures are also shown, such as glitter and shine.
Shoppers can see different angles as they turn their face from side to
side.
3. How does it work?
http://creativity-online.com/work/sephora-augmented-reality-mirror/35907
https://www.youtube.com/watch?v=KWOJcOGyHLU#action=share
4. Why is it effective?
It is a good way for people to try on makeup without the
mess.
It is more convenient than putting on makeup that other
people have used and then have to take it off and try another
color.
People will be able to try out more colors than before.
It can create more sales because people will be more
confident in their buying decisions and may find more colors
that they did not think they would like before.
5. What are the active AR ingredients in this campaign?
The user is the most active ingredient because the mirror only works
when a person is using it.
The digital content is active. In this case, the digital content would be the
eyeshadow palettes that are programmed into the screen. It changes
depending on what the customer picks and which way they turn their
head.
The background is active because the background would be the store.
This goes along with the mirror because once people see if they like how
an eye color looks on them, they will go search for it in the store.
6. What are the passive AR ingredients in this campaign?
The target is a passive ingredient because it is the
screen itself, which does not do anything until a
customer interacts with it.
The bystander is passive because it may be a
customer who is watching someone else use the
mirror.
7. The campaign goals are to present a more convenient way for customers to try on
makeup, and to create more sales as well.
The trigger of use of the app itself is when someone walks over to it, and it can
recognize facial features.
The content contribution is the set up of the makeup palettes in the program.
There are a lot of different eye shadow colors for people to virtually try on.
The context integration is using the fact that customers typically like to try on
makeup before they buy anything, and the company gave a quicker and easier
way to do that.
What are the basic design decisions?
8. What types of consumer engagement
does it offer?
This offers user-brand engagement because the
customer is interacting with products from a
company and trying them out virtually.
It may also offer user-bystander engagement
because someone could be inspired to try out the
mirror after seeing how it worked when someone
else used it. People can also help each other make
decisions.
9. How can this AR campaign be improved?
This campaign can be improved by adding options for
foundation and contouring palettes, in addition to eye
shadow palettes.
It should use a palette to create a whole eyeshadow look
instead of just one color, and show people how to use colors
together.
They could add multiple mirrors in different locations of the
store.
They could include more of the brands that Sephora carries.
10. Works Cited
Saettler, Michelle. "Sephora Augmented Reality Mirror
Reflects Sales Potential of Digital Sampling." Mobile
Commerce Daily RSS. 2 June 2014. Web. 10 Nov. 2015.
<http://www.mobilecommercedaily.com/sephora-reflects-
on-cosmetic-sampling-trend-with-augmented-reality-
mirror>.
"Try on Makeup Virtually with Sephora's Augmented Reality
Mirror." RDF 1. 5 June 2014. Web. 10 Nov. 2015.
<http://creativity-online.com/work/sephora-augmented-
reality-mirror/35907>.
