Meitu’s Makeup Plus Launches Counter App to Encourage Virtual Lipstick Experimentation

It is shaping up to be the year of the beauty app. The latest is Counter, a try-on app from Meitu’s Makeup Plus. The app goes live Wednesday and is designed to help brands connect with consumers for a virtual lipstick try-on experience. Brands including Charlotte Tilbury, Clarins, Stila, Glamglow and Lime Crime will be the first to launch on the app — with additional brands rolling out in the coming months, according to Frank Fu, managing director at Meitu. MakeupPlus’ Counter lets users see a look before purchase. Apps of its kind have been credited with encouraging consumers to try something they may have shied away from before virtual options, such as a bold gloss. There are a handful of app developers, including Modiface and Perfect Corp.’s YouCam, jockeying for brand and retailer’s favor. Fu said Meitu has a competitive market advantage thanks to its long history and patented software. The company, he said, has developed apps focused on facial recognition and augmented reality since 2010 and has earned nearly 200 patents and software copyrights on augmented reality, artificial intelligence and machine learning technology. “Today, our apps are installed on more than 1.1 billion unique devices, processing six billion photos and videos per month from

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