Rimmel London is expanding its foray into augmented reality with the launch of a simulated cosmetics try-on feature within Facebook’s new in-app camera. Facebook users will now be able to virtually try on several of Rimmel’s eyeliner looks via interactive filters, which can then be shared within Facebook Stories, live feeds or on their timelines.

“With our new Facebook Camera Effects, Rimmel is empowering users by allowing them to try out and see new make-up trends and looks on themselves rather than on a model or influencer,” said Montse Passolas, Global VP of Marketing, Rimmel London. “This makes it even easier for consumers to pick out shades and styles that best suit their features and complexion.”

As part of Coty’s digital strategy, Rimmel released its first virtual try-on app, “Get The Look,” in September 2016. The Facebook AR content is part of Coty’s ongoing digital efforts to engage consumers and provide seamless ways to experience makeup.

“Coty has always placed importance and tremendous value around augmented reality and virtual try-on tools across our brands, including Rimmel, Sally Hansen and Clairol, and it made perfect sense to bring that same excitement and exploration to the world’s most ubiquitous platform – Facebook – in a way that’s perpetual, and scalable,” said Fred Gerantabee, Global VP of Digital innovation at Coty.

With the new app, the brand is hoping to drive consumer awareness and answer the need for easy-to-use technology that makes purchasing decisions more engaging and easier, noting 55 percent of Facebook users cite the platform as a primary source of inspiration for beauty.

“For Coty this isn’t a ‘one day only’ deal – we aim to make beauty exploration and sharing new looks a central part of Facebook users’ daily interaction with and enjoyment of the platform,” said Fred. “The new in-app camera gives us an exciting way to do exactly that.”

The app is available for free download on iOS and Android app stores.