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10 October, 2019 - 20:54 By Tony Quested

Beauty Labs’ AR to revolutionise cosmetic brands in $400bn market

An exciting new spin-out from Cambridge games powerhouse PlayFusion is set to revolutionise global beauty brands with a unique Augmented Reality play targeting a $400 billion market.

Consumer cosmetics innovator Beauty Labs has launched both sides of the Atlantic and farther afield but Cambridge will be its global headquarters.

Beauty Labs is an independent, employee-owned company that’s pioneering the future of enhanced reality in beauty and wellness. Like its parent, it is based at the Vitrum Building on St John’s Innovation Park.

The rationale for the business is that consumer expectations are rapidly changing and they are looking for brands and products that understand ‘who’ they are and ‘what’ they stand for in a personalised and interactive way.

“In our enhanced reality experiences, we put the customer first, embracing their sense of immediacy, leveraging the familiar, and keeping interactive moments short and assistive,” says the company website.

“Our drive to innovate is what gets us up in the morning. We actively seek out new challenges to see how far we can push the industry with our immersive and intelligent solutions. 

“Our computer vision and IoT technologies can not only be customised to power experiences for beauty, but also other industries like real estate, advertising, CPG, retail, and more.”

Through advanced machine learning techniques, Beauty Labs is fashioned as a disruptional company producing bespoke AI Applications that inform, teach and learn alongside users, ensuring that the dynamic needs of modern consumers are met in real-time.

The venture is said to be supported by the best minds in game development, retail, live services, consumer psychology, AI and deep learning, leveraging the company’s Enhanced Reality Engine™.

Parent company PlayFusion is a multi-award-winning studio pioneering the future of enhanced reality entertainment. Its games titles include the original IP, Lightseekers, and Warhammer Age of Sigmar: Champions.

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