The 15-year-old star of the 80s-inspired hit series Stranger Things Millie Bobby Brown, perhaps (spoiler alert) has lost all her powers as the character & # 39; Elf & # 39 ;, but in the real world, she has still increased the reality in her arsenal.
The young science fiction icon has released a make-up line and decided to spread the word using a virtual try-on filter within Snapchat.
"I wanted to make something for me and my generation, my friends and colleagues," said Brown in a statement announcing her cosmetic brand Florence By Mills. "A brand that can reflect us and our self-expression and is still good for you, easy to use and suitable for changing, transition skin." According to the actor who has become an entrepreneur, the name of the company consists of the name of her great-grandmother and the nickname she has earned from friends and family respectively.
This is a brand movement that echoes the success of Snapchat in achieving a substantial teenage herd, consisting of the vast majority of 1
For the Snapcode that unlocks the filter, you can scan the image below or go to the Florence By Mills website.
Once enabled, the Snapchat filter paints your face with concealer, blush, lip gloss and eyebrow gel and then lets you take a brand selfie to send to your friends. However, it can be a bit of an ordeal to go back and re-apply all other layers after the selfie if, for example, you want to change the lip color.
Only one side of your face only gets the concealer, but the other makeup is shown on both sides of the face . Also, the filter does not let you fade the amount of concealer you wear, so the color can look a bit grim.
Millie & # 39; s virtual makeup toolset is perhaps something for teenagers and others who are inspired by the Stranger Things pale makeup from the 1980s looks.
The AR marketing movement goes back to Stranger Things & second season premiere, which received some Snapchat love with a photo filter showing one of the baby creatures of the "upside down."
And outside Netflix are also brands from the sports world Snapchat use as a portal to the legion of fans of Stranger Things reach. The Chicago Cubs recently used a Snapchat filter to turn a Demogorgon and the head upside down to market a theme party at the Wrigley Field baseball park in Chicago.
In addition, L & # 39; Oreal is an important makeup brand that is already taking major steps in the AR trial scene. Last year the company Modiface expanded and later integrated its AR functions into the AR camera of Facebook and the Amazon website.
Meanwhile, YouCam has branched from its popular app to web-based e-commerce. The parent company, Perfect Corporation, applies makeup try-on for customers of Target and for customers of the Chinese e-commerce giant Alibaba.
Although the Brown brand is a bit late for the AR make-up try-on party, its pure star power and the popularity of Snapchat, Florence By Mills is likely to place on a fairly competitive basis compared to some of the larger players who already dominate the space.