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Custom Mobile Application Developed for Maybelline

Collab's co-founder Adina Levin was in Los Angeles for her brother-in-law's wedding. While she was getting ready for the wedding, she realized she forgot her foundation at home. With less than an hour to get to the ceremony, she drove to the nearest drugstore. Inside, she looked at the hundreds of packages of foundations.  Unlike a department store where you can put a little foundation on your hand to match its color to your skin, drugstores don't allow makeup to be tested on your hand to ensure it matches. Which makes buying makeup and foundation potentially very expensive.   If you don't know the color that matches your skin, you could end up buying a $20 foundation, only to have to throw it out and buy another.

Adina imagined there had to be a better way.  When she returned to New York, she got to work on building a technology that could make purchasing cosmetics in a drugstore as easy and accurate as purchasing them in a department store.  


A mobile application called Makeup Express. The application was designed and programmed as a consumer tool to make purchasing Maybelline cosmetics in the drugstore more engaging and user friendly.  Makeup Express is a “free-to-consumer application” and includes Collab's proprietary technology Shadefinder. Makeup Express was designed to deliver an informative in-store experience by using Augmented Reality to trigger content on a user's phone, activated by signage throughout the stores. Other exciting features of the app include M-Interactive where the app turns still imagery into an interactive content experience. Users simply take a picture and instantly receive product information. Other app features include Beauty Assistant, which allows users to search for specific products without the aid of a beauty consultant, a GPS store finder, and Bckstg Beauty; which features video content and exclusive content only found in the app.

Makeup Express used technology to deliver a personalized experience including makeup tutorials. Users are also able to review all products and share feedback with their friends on social networks instantly.


While building the platform, Collab created a proprietary technology called Shadefinder, an image processing analysis tool that helps consumers choose the right foundation and color for their skin tone.

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