Maybelline New York partners with Blippar to deliver world’s first augmented reality nail lacquer shade shopper

The number one cosmetics brand in the US, Maybelline New York, has partnered with Blippar, the augmented reality start-up from London, to offer the world’s first ever augmented reality nail lacquer shade shopper. If you have downloaded blippar onto you phone, blip the image in this story to see it in action.

The partnership to launch its Color Show Nail Lacquer goes live this week with augmented ads running in top US fashion and beauty publications. Readers who download Blippar’s free app (available at Apple or Android app stores) can ‘blipp’ the Color Show Nail Lacquer advertising and Color Show instantly jumps to life with 3D augmented reality on their smartphone screen.

Users can then virtually ‘try on’ 40 different shades of nail polish in Maybelline New York’s Color Show Nail Lacquer range, offering the hottest shades and coolest trends taken straight from the runways. Users will also have the option to take a picture of their virtual nails to share on Facebook, Twitter or via email.

Since launching in London in summer 2011 Blippar has worked with major global brands including Nestlé, Heinz, Diageo, Nike, Sony and Mercedes.

Talking about its campaign, Maybelline New York’s Vice President, Marketing, Ali Goldstein, explains: “We think our consumers are going to love the ability Blippar gives them to engage with our beauty products before they purchase. There’s no other way for people to experience our products like this so it really is an innovation that brings something new to our consumers’ lives.”

Jess Butcher, co-founder of Blippar, says: “This is one of the most fun blipps we’ve ever worked on and it really shows off the capabilities of our technology – the speed, the accuracy of the image recognition, and that wow factor that makes people smile. Maybelline New York is all about fashion and color, so Blippar’s a perfect way for them to try out new styles and shades they might not normally consider.”

Color Show Nail Lacquer is available at select mass retailers nationwide beginning June 2012, with a suggested retail price of $3.99.