Make Up For Ever was launching their new product line named Artist Rouge. We created a Machine Learning experience called Artist Rouge Remix, which allows users to have their photos repainted in real-time in the style of paintings from select artists, creating stunning AI machine-created art.
Overview
Make Up For Ever, a beauty cosmetics unit of LVMH available for sale at Sephora was looking to break out beyond its core product offerings (skin-tone foundations and eye shadows) and launch a new line of ultra-saturated color lipsticks. The two main objectives for the brand were to increase consumer awareness of the brand beyond its existing niche and to establish a new share-of-mind as a leader in color and lipstick.
EdgeDNA set out to develop an engaging, breakthrough concept for beauty consumers that enables them to express their bold individuality in vivid colors, compelling enough to share with friends, spreading the word about the brand and product launch.
CLIENT: MAKEUP FOREVER, LVMH
PROJECT: Artist Rouge Remix
DELIVERABLES: AI, Machine Learning, Concept & Strategy, Software Development, Application Development
AGENCY: EdgeDNA
STRATEGY
We looked to recent academic developments in Neural Style Transfer applications of Machine Learning to provide a way to transform images uploaded by the user as a fun and shareable form of User Generated Content. Specifically, user uploads would be transformed via software models trained over 320,000 times each on specific brand images to act as real-time filters to “repaint” the uploaded image in the filter they selected, with minimal branding and product imagery applied to the final image.
The final result is the user’s image, repainted by the software in the colors and brushstrokes of the filtered image they selected, with a brand watermark at the bottom featuring the specific lipstick shade they selected.
EXECUTION
We developed the application as a mobile-first online experience, available to all modern mobile browsers without needing any app download, with all elements experienced entirely within the browser. The user uploads their image, can resize and position it under a square cropping tool, selects a lipstick shade, and finally selects from among a gallery of filters to transform their image. Their uploaded image is “repainted” according to the styles and colors of the filter they selected and is available for viewing, download, and social sharing just seconds later.
