Lancome and FaceCake Bring Jason Wu Makeup Looks to Consumers Digitally at DreamDry’s Flagship NYC Salon

NEW YORK, Feb. 11, 2014 /PRNewswire/ — Lancome, best known for its effortless chic French heritage, continues to move forward in the world of digital beauty innovation. With the launch of a new interactive program that allows consumers to ‘get the beauty look’ straight from the runway of Jason Wu 2014 Collection, Lancome also provides a variety of cosmetics to virtually ‘try’ in real time.

As the latest creative endeavor in its coveted collaboration with celebrated designer Jason Wu, Lancome sponsored its third exclusive makeup look for Wu’s highly anticipated 2014 Mercedes Benz Fashion Week show on Friday, February 7th. To celebrate Lancome and Wu’s continued inspired partnership, and popular glamour salon DreamDry’s One Year anniversary, Lancome has aligned with interactive marketing leader FaceCake Marketing Technologies, Inc. to bring a revolutionary cosmetics Try-On platform to DreamDry’s New York Flatiron location.

Beginning Tuesday, February 11th, classic Lancome favorites and the exciting new makeup look direct from Wu’s fashion-forward show are available to virtually try on using FaceCake’s Swivel Close-Up platform for a limited time. Swivel Close-Up provides consumers the opportunity to try on makeup in a zero-to-two foot environment, literally mirroring the in-store experience.

“DreamDry prides itself on forward-thinking technology incorporated into the client experience; from iPads at every station to a streamlined booking process. I’m thrilled to partner with Lancome and FaceCake to debut this cosmetic innovation and be the connector between the fashion, beauty and technology industries,” commented Robin Moraetes, CEO and Co-founder of DreamDry.

Beauty lovers are invited to visit the blowdry hotspot to get a first-look at this game-changing technology that bridges the gap between the virtual world and traditional stores. Visitors will be able to virtually try on Lancome looks, get real-time advice, shop their favorite products, and share their virtual makeover pictures on social media—all through a simple touch screen.

Linda Smith, the founder and CEO of FaceCake, says, “We are pleased to debut this experience with Lancome at DreamDry. Swivel Close-Up lets users try on anything from jewelry to scarves to makeup with just a webcam and a computer. You can compare looks, switch products in an instant, and send your favorite selfies to friends with just a touch, letting you explore limitless possibilities like never before.”

This next-generation technological and social initiative is just the latest step in Lancome’s all-encompassing communications strategy, which earned the brand “Genius Status” on L2 Media’s influential Digital IQ Index: Beauty. “As a digital leader in the prestige beauty world, Lancome is always looking to offer an even more interactive and immersive experience for consumers,” says Stacy Mackler, Lancome Vice President, PR and Communications. “With this virtual makeover technology, we’re thrilled to have found another way to bring the best in effortless chic luxury to our consumers.”

To learn more on what’s to come from Lancome digital—from its stylish new website to its new social media based rewards program—visit the brand online or on social media.

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@LancomeUSA @LancomeUSA @Lancome
@DreamDryStyle @DreamDry @DreamDry
@FaceCake @FaceCake @FaceCake Marketing


For more than 75 years, Lancome, the world’s leading luxury beauty brand, has epitomized beauty and glamour with a quintessential French touch. Women seeking the finest in beauty look to Lancome for the highest quality in skincare, encased in timeless style and delivering scientifically proven results. The brand continues to strengthen its reputation as a makeup authority and skincare innovator, not merely keeping pace, but surpassing expectations by continually taking science and creativity to new levels. With coveted and revered pillars including the timeless Tresor perfume, the award-winning Definicils mascara, cutting-edge Genifique Youth Activating Concentrate, and the richly refined L’Absolu Lipstick, Lancome is committed to making the best in beauty accessible and relatable to women in over 160 countries around the world. Lancome is the brand of women, represented by some of the most accomplished actors and models today, including Julia Roberts, Penelope Cruz, Lily Collins, Kate Winslet, Arlenis Sosa and Daria Werbowy. Lancome’s mission is to provide women with superior products and services that fulfill their quest and enthusiasm for beauty.

About FaceCake Marketing Technologies, Inc.

FaceCake Marketing Technologies, Inc. is a pioneer and innovator in personalized interactive marketing and virtual Try-On technologies. FaceCake’s proprietary Swivel Shopping Platform allows users to manipulate their image with a wide range of image transformation and animation capabilities, and to try on, try out and purchase various products and services. The Swivel Shopping Platform in conjunction with the FaceCake-patented Mirror Image Marketing System (MIMS) provides user-specific, highly-targeted promotion of products on user images, for unprecedented levels of personalization. The privately held company is based in Calabasas, CA. For more information, visit