Drest, a styling app, helps Gucci gamify its products in a collaboration that brings the luxury Italian fashion brand to a new platform. Gucci is taping into gaming to give players the chance to create and shop their own unique makeup looks.
Dubbed the Beauty Mode, the new Gucci launch is headlining the app's expansion into beauty. Beauty Mode offers close-up features that let players practice their makeup skills on hyper-realistic model avatars. Players use their virtual makeup application expertise to complete new challenges designed to reflect the luxury beauty brand's unique aesthetic.
The team at Drest used over 4,000 close-up images of models and conducted technical photoshoots to create realistic-looking avatars for the Beauty Mode games.
Gamified Luxury Cosmetics
Gucci Beauty Partners with Drest to Enter the Gaming Industry
Trend Themes
1. Gamification of Beauty Industry - More beauty brands may partner with gaming apps to offer customers the chance to create and shop their own unique makeup looks through gamification.
2. Use of Hyper-realistic Models in Virtual Beauty Applications - The use of hyper-realistic models in virtual beauty applications may become a trend in the beauty industry, allowing for more precise makeup application and customization.
3. Incorporation of Artificial Intelligence in the Beauty Industry - Artificial intelligence can be incorporated in beauty styling apps to provide personalization in makeup recommendations, helping customers to choose the right products based on their skin type and tone.
Industry Implications
1. Beauty Industry - More beauty brands may innovate by partnering with gaming apps and virtual platforms to bring new, innovative experiences to customers.
2. Gaming Industry - Gaming platforms may start to diversify their offerings by collaborating with beauty brands and entering the beauty industry via gamification.
3. Artificial Intelligence Industry - Artificial intelligence companies can partner with beauty brands to help develop personalized makeup recommendations to customers using skin-tone analysis and other metrics.