The Connected Consumer is a feature series focusing on digital as it touches the beauty consumer. On November 14, CEW will host its second annual The Connected Consumer Conference, presenting speakers from the most relevant brands, retailers and forecasting agencies discussing the latest trends in digital and social media.

WUNDER2 Cosmetics has partnered with YouCam Makeup to launch a new augmented reality tool on its website. The new technology is aiming to merge the in-store product testing process with the convenience of online shopping, by providing the brand’s website visitors the ability to virtually try on its makeup offerings when they click to purchase.

The program uses real-time facial tracking, which takes into account 3D renderings, skin tone analysis, texture and lighting, in order to offer a true-to-life experience. The company is hoping the realistic onscreen try-ons will offer consumers a reliable option to make purchase decisions both online and offline.

“Thanks to the patented YouCam Makeup technology, shoppers across the country will be able to try on product and find their ideal shades without having to visit a store,” said Agnes Hjelmer, CEO of WUNDER2 Cosmetics. “We’re delighted to have partnered with YouCam on such a forward-thinking innovation. The WUNDER2 brand is based on ‘high-tech beauty’, and so for us, it’s the perfect partnership. Having launched numerous products and colours over the last year, we’re looking forward to reaching new potential customers by giving them personal access to our portfolio of shades in just a few clicks.”

In addition to the new augmented reality tool available on the brand’s website, consumers can also opt to try-on two Wunder2 Cosmetics’ make-up looks and twenty-five products from the collection within the YouCam Makeup App.

Alice Chang, CEO, Perfect Corp., said, “[The partnership] was a natural fit given Wunder2’s creative vision and technology focus, and we’re excited to bring the experience to life and share with beauty shoppers everywhere.”

This is not the brand’s first use of technology to aid in its customer’s beauty discovery process.Wunder2 was the first cosmetics brand to debut an Amazon Alexa skill, with the introduction of its makeup hack and product recommendation channel called Beauty Tips. Consumers can ask Alexa for the tip of the day and receive instructions on how to create various makeup looks along with product recommendations, which can be shopped directly via voice.