Monday, 4 May 2020

Drest launches make-up options with Mary Greenwell




Styling app Drest has recruited industry-leading make-up artist Mary Greenwell, who has ongoing collaborations with Chanel and Armani, to create a digital make-up portfolio for the luxury fashion game.

Celebrities including Cate Blanchett, Jessica Chastain, Amanda Seyfried, and Uma Thurman are among Greenwell’s clients.

The partnership with Drest means that the app will add one more element to its styling game: virtual make-up. Designed for fashion lovers with an interest in styling, the app challenges users to create daily looks using the latest products from over 160 of the world’s leading fashion brands, including Gucci, Bottega Veneta, Prada, and Off-White.

“Drest is unique in that it brings real-life elements into gameplay via luxury fashion brands and their latest products, as well as global locations, and daily creative challenges inspired by real-time news - so we wanted to find a way to do the same for beauty,” explained Lucy Yeomans, creator, founder, and CEO of Drest.

App users can choose from a line-up of 12 digital avatars, each representing different ethnicities, body shapes, and ages, and apply make-up to their chosen model by applying bronzer, selecting from three different eyebrow styles, and opting for subtle, cut crease or blended eyeshadow options in numerous colors.

There are also four styles of eyelashes and eight eyeliner options available, an array of lip shades in two matte and gloss finishes, and gold and silver face glitter.

“The app is such a brilliant concept, it’s so much fun to be able to switch out eyeliner in a flash, or put more lashes on and change lip color in a heartbeat,” said Greenwell.

“I considered each avatar’s unique facial features and skin tone and developed makeup options that I hope everyone will feel excited to discover and experiment with.” 

Greenwell will continue to create regular limited-edition make-up looks ahead of a major milestone for the app: the launch of bespoke and immersive campaigns with some of the world’s top beauty brands. Launching later this year, this will generate rich data tracking engagement, audience behavior, and preferences, which will be offered to brands to make informed strategic decisions.

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