As shopping on mobile app becomes more common, the apps in question must look to differentiate themselves. One way they can seek to do this is technology. In this Q&A, RetailTechNews speaks with Gaynor Matthews (pictured below), founder of WOW HOW, the makeup app using augmented reality to change the beauty routines of the nation.

RetailTechNews: Can you briefly explain WOW HOW?

Gaynor Matthews: Created by makeup experts, WOW HOW is a new and innovative makeup application. Empowering beauty enthusiasts (whether novice or expert) to move away from tried and tested looks, the app allows you to try new colours and techniques in the comfort of your own home, 24/7.

The app offers 'Try On' and 'Teach Me How'. Try On allows users to see what colour combinations – i.e. eyeshadow, blusher, and lipstick – is most suited to their skin tone in real time and on their own face. This feature allows the user to experiment with new colours without spending any money on product, a true try before you buy experience.

With Teach Me How, once the user selects the desired look – this could be Day, Evening, Special Occasion, or Contouring – the app then creates a personalised tutorial from the users facial features – i.e. face, eye, brow, nose, lip shapes, as well hair and eye colour – to give them an easy to follow, step-by-step guide to applying their makeup and to make the most of their features. 

What is so different about the technology used by WOW HOW, in relation to other beauty apps?

Firstly, we show users in real time using augmented reality, rather than a photo image, colour combinations for their skin tone on their own face.

Secondly, we then teach them how to apply their makeup based on their facial features. The app creates personalised tutorials, rather than following a generic image or video. Users create their own 3D avatar and the unique split screen feature provides a mirror in the top half of the screen whilst simultaneously running the tutorial below, this enables them to copy/mimic the instructions by our virtual makeup artist exactly.  

Gaynor Matthews, Founder, WOW HOW

Their avatar can also tilt, turn, and zoom to check and correct their positioning and blending.

What are the benefits to brands in having a presence on WOW HOW, which larger businesses, such as Amazon, cannot offer?

The reason I developed WOW HOW was that I was not a beauty expert. I didn’t know what colours suited my skin tone and whether or not I was applying it correctly for my facial features. This dilemma not only restricted my purchases, but also I felt embarrassed that I didn’t know what to do.

Consumers just like me are demanding even more personalised services and shared experiences. Our belief is that retailers need to harness the power of learning to drive deeper engagement and loyalty; if you give something then you’ll get something back.

With our app, retailers can not only educate but they build trust in their products. WOW HOW offers a competitive edge for retailers, while businesses like Amazon cannot offer this level personalisation.

Does WOW HOW also partner with retailers? If so, how does this partnership work?

This is something we are currently working on, and we have actually just developed a white label solution designed for retailers. This includes: branded UI throughout; personalisation; a looks editor, to add colours as the seasons change and looks unique to the brand; a designated product feed, for single or multiple brands; usage analytics; an integrated secure social platform; and additional analytics on buying habits and purchase data linked to personal app use.

We offer retailers a way to connect with the customer in-store and out, and can solve the problem of a customer showing interest, but that interest not translating purchase. WOW HOW is 24/7, and the user can decide what they want to try, then either purchase directly from the app or use it as a reference to purchase in-store. We can provide a customer experience that excites, empowers, educates, elates, and engages, all at the same time.

Are there any cutting-edge retail technologies that you think will prove useful to the development of the app in the future?

Yes, there are a number that we are already looking at. WOW HOW is unique; and to stay ahead of our competition we need to ensure we are at the forefront of the beauty technology revolution.