The snapshot-based Beautyspotter app was used by selected high-profile press to upload their favourite behind-the-scenes beauty looks from September’s shows to social media. During …
The snapshot-based Beautyspotter app was used by selected high-profile press to upload their favourite behind-the-scenes beauty looks from September’s shows to social media.
During Fashion Week, the company selected high-profile beauty press to ‘beautyspot’ the looks created backstage at the shows using the digital app with the hashtag #LFWBeautySpotter. The ‘beautyspotters’ were each given a new Olympus Pen Generation Camera, which was synced with the app along with social platforms such as Instagram and Twitter, to photograph some of the inspirational spring/summer 2015 beauty looks seen at all four fashion cities. “The main idea behind the campaign was to add a high fashion element to inspire new beauty seekers who use the platform to book their next beauty look,” said the company.
Beautyspotter was founded in February 2014 by Gemma Bellman, a former Goldman Sachs sales analyst and ex-L’Oréal brand manager, and provides a way to showcase photographs of hair, make-up or nail looks seen in salons to allow consumers to recreate at their next beauty appointment. Users can browse through the “selfies” gallery where they can “window shop” looks before making an appointment with the stylist at the salon. Currently, the app showcases stylist’s work from salons including Nicky Clarke, Josh Wood Atelier and WAH Nails to name but a few. This is a great way for consumers to connect and interact with the salon and discover looks created by the stylist before booking. “I wanted to create a peer-to-peer platform for discovery – bringing beauty back to face valve and allowing people to window-shop for their look before they book,” adds Bellman. As well as allowing consumers to book the look, other key features include the option to follow salons, save looks and post questions to stylists. The app also connects users to one another in a social media network to ‘like’ and share looks.