The app contains a series of how-to videos, commercials and a virtual makeover tool, the latter of which is particularly special.
We've seen similar tools before, but Lancome's is exceptional because it actually works. Users can select one of their photos and use the app to apply different eye shadow colors and liners to the shape of their eyes. They can also adjust the intensity, rendering a more natural-looking makeover.
We only wish the tool would automatically allow us to switch out our existing profile photos with the newly made-over image -- something that would be not only convenient for the user, but would help the campaign spread among a user's friend network as well.
The app is part of a larger, multi-phased campaign surrounding the launch of the 10 eye makeup palettes, which includes a 10-day sweepstakes and a contest with virtual styling platform Polyvore to design clothing sets that compliment the 10 palettes.