Estée Lauder is celebrating the launch of its new Pure Colour Love lipstick by partnering with YouCam Makeup, which allows consumers to try all 30 shades virtually through the app.

Available at Estée Lauder counters in Selfridges stores and Estée Edit on Carnaby Street, YouCam Makeup is a smart cosmetic app that harnesses accurate augmented reality and facial mapping technology for a true-to-life virtual makeover.

Chris Good, President, United Kingdom & Ireland, The Estée Lauder Companies, says: “Estée Lauder is excited to announce this partnership with YouCam – its first beauty venture in the UK. As a brand we no longer just sell lipstick; we offer the consumer a unique experience, and YouCam gives us the opportunity to bring innovative technology and a real digital-first concept to the make-up loving millennial."

Perfect Corp. CEO Alice Chang adds: “The seamless integration of YouCam’s virtual in-store magic mirrors elevates the beauty shopping experience to a new realm, inviting customers to play and experiment with products, discovering the entire Pure Color Love lip collection in a matter of seconds. Together with Estée Lauder UK, we are able to provide the ultimate in-store shopping experience of the future.”

Estée Lauder Beauty Advisors will be on-hand across locations to show consumers how to download and use the YouCam app, allowing them to immediately try on every Pure Colour Love lipstick shade.

YouCam will also be hosting a competition on its Instagram social channel (@YouCamApps) for UK residents to enter, with the chance to win an Estée Lauder Lip Effect make-up service at the Carnaby Street store and the entire collection of all thirty Estée Lauder Pure Colour Love lipsticks.