7 Sep 2021 --- “Nostalgia is a huge trend at the moment and this has been further accelerated by the pandemic,” highlights Adam Gam, Chief Marketing Officer at Perfect Corp. “Consumers have been seeking comfort and stability by rewatching their favorite movies and using nostalgia as a form of escapism during the challenging period. It makes sense to translate this trend into beauty.”
Perfect Corp has teamed up with the historic film and television production and distribution company, Paramount Pictures, to bring Clueless, the 1995 film classic starring Alicia Silverstone, to life through interactive augmented reality (AR) and artificial intelligence (AI) virtual try-on experiences. This Clueless-themed collaboration strives to provide fans of the iconic film with engaging photo effects and AR-powered 90s beauty filters in YouCam apps.
Both the YouCam Makeup and YouCam Perfect apps are part of a collection of beauty and photo editing apps powered by virtual try-on technology. “With this partnership, we can provide app users with a bit of nostalgia, and also inspire them to explore beauty through an iconic movie and its characters,” shares Gam.
With over 900 million downloads globally, Perfect Corp is dedicated to transforming how consumers, content creators and beauty brands interact together through AI and AR technologies. Now it is combining two titans of technology and culture: beauty and film.
Clued up with Clueless
Perfect Corp announced its Clueless collaboration in August. The release features exclusive Clueless-themed filters and beauty looks that fans can virtually try-on, including lead character Cher's signature blonde hair and 90’s glam makeup. “This Clueless-themed collaboration is a great way to highlight this iconic film by providing fans with engaging photo effects and AR-powered 90s beauty filters in YouCam Apps,” adds Perfect Corp founder and CEO, Alice Chang.
Click to EnlargeA glamorous slice of the past for any modern day Betty or Baldwin. Source: Perfect Corp.Current consumer demands influenced the beauty tech provider’s rollout of the Clueless theme. “Over the past year, consumers have shifted heavily to digital platforms to shop and find beauty inspiration,” says Gam. “This has led many brands to expand their online offerings and consider new ways to connect with customers in a digital setting.” Perfect Corp’s virtual try-on tools, powered by AI and AR technologies, aim to help brands meet this demand and create engaging digital experiences.
“Launching the Clueless experience in the YouCam Makeup app and the YouCam Perfect app was a great way for Paramount Pictures to leverage our AR virtual try-on technologies to create new excitement around one of their iconic films,” says Gam.
There were a number of key considerations for content inclusion using AR when Perfect Corp created the theme. “We wanted to ensure that the virtual try-on experience we created in the app was true to the film and celebrated the iconic beauty and fashion that has inspired fans for decades,” says Gam. Authenticity was vital. “The YouCam Makeup and YouCam Perfect Clueless experience highlights the beauty looks, catchphrases and characters from the movie.”
“Clueless is one of the most iconic teen movies from the 90s, so it was imperative that we included key 90s beauty and makeup looks as part of the AR experience,” says Gam. The looks created included Cher’s deep berry lips, soft eyeshadow and eyeliner.
Detailing the overall aim of bringing beauty and film together, Gam explains: “The goal is to inspire app users through a fun, nostalgic experience, encourage users to recreate looks from the movie in the app and share that content with their friends.”
Future Paramount plans
Perfect Corp will be working with Paramount Pictures on this collaboration and will be launching more film-related looks and experiences to the apps. “Film has had a large influence on the beauty industry for decades,” emphasizes Gam. Sharing what it is about the collaboration of film and beauty that appeals to consumers, Gam explains: “A film partnership is a perfect fit for our apps and virtual try-on capabilities, and allows app users to celebrate their favorite movie characters.”
Perfect Corp’s partnership with Paramount Pictures also speaks to the rising trend of ‘shoppertainment’, Gam notes: “Consumers are looking for ways to be entertained throughout their shopper journey, and it is essential for brands to think creatively about how they will engage and entertain customers who are interacting with their product.” Through entertaining experiences such as those that bring together the cultural worlds of beauty and film, brands are able to increase customer engagement and build authentic connections with their shoppers.
“Now, more than ever, consumers are demanding more personalization when being marketed to,” Perfect Corp relays. “The partnership means that Paramount Studios can use AR to craft experiences, engage movie lovers and encourage conversions in new, interesting ways.”
By Natasha Spencer-Jolliffe, BPC Insights Senior Journalist