#BYMEspresso☕: Beauty with no limits
Orveon Global, the parent company of beauty brands bareMinerals, Laura Mercier and Buxom, has VTO tech integrated across its websites.
Augmented and virtual reality are a natural fit for beauty brands.
There are only so many lipstick colors someone can sample at a physical makeup counter before their lips get raw. But with virtual try-on (VTO) technology, there’s no limit
Orveon Global, the parent company of beauty brands bareMinerals, Laura Mercier and Buxom, has VTO tech integrated across its websites.
“Beauty has been the frontrunner in the digital space, because … this is a way to experience things,” said Salima Popatia, Orveon Global’s chief digital officer
The beauty category has had to evolve in response to frequent disruptions and new technologies, said Popatia, who joined Orveon in August after more than seven years at Estée Lauder.
One of Popatia’s first projects has been to help usher Laura Mercier into the metaverse. In December, the brand launched a virtual store called World of Beauty in partnership with ecommerce platform Obsess.
“The beauty of the metaverse is that it’s where a woman can take on many more identities and be whoever she wants to be,” Popatia said. “There’s a lot more to come on what this means for brands.” in partnership with ecommerce platform Obsess.
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