Estée Lauder VMA: A Makeup Revolution for the Visually Impaired
Let’s face it—makeup isn’t easy. From getting the perfect eyeliner flick to making sure foundation blends seamlessly, applying makeup can be a challenge for anyone. But for the visually impaired, it has been an even greater struggle.
Until now.
Estée Lauder has unveiled a game-changing innovation: the Voice-Enabled Makeup Assistant (VMA). This groundbreaking app provides real-time verbal feedback, enabling blind and visually impaired users to apply makeup independently and with confidence. Developed in collaboration with the visually impaired community, the app scans the face in sections, identifying smudges, uneven makeup, and necessary touch-ups.
The Need for Inclusive Beauty
Makeup is more than just aesthetics; it’s a form of self-expression. However, personal care brands have long neglected individuals with disabilities. Research shows that only 4% of personal care brands cater to people with disabilities. Estée Lauder saw this gap and took action, leading to the creation of the VMA app.
How Estée Lauder’s VMA App Works
The Voice-Enabled Makeup Assistant (VMA) is an AI-driven app that scans a user’s face and provides real-time audio feedback on their makeup application. The app breaks the face into sections, assessing:
- Foundation – Is it evenly applied?
- Lipstick – Is it within the lip line?
- Eye makeup – Are both eyes symmetrical?
- Smudging – Has the makeup stayed in place?
With detailed voice instructions, users can correct mistakes without needing sighted assistance.
The Inspiration Behind the VMA App
Estée Lauder’s Global Director of Inclusive Technology and Accessibility, Lamia Drew, led the project. The idea was inspired by real-life challenges faced by visually impaired makeup users, who often had to rely on friends and family for feedback.
Insights from the Visually Impaired Community
Law student Emily Eagle, a member of the VMA research team, emphasized the importance of independence in makeup application. “We discussed the ideal app features and tested different versions, ensuring it met our real needs.”
Marketing Operations Associate Hannah Chadwick highlighted how the app allows users to touch up makeup without external help, boosting their confidence.
Technology Behind the VMA App
The VMA app uses:
- Smart Mirror Technology – Scans facial features in real time
- AI-Powered Analysis – Trained on thousands of faces across various skin tones
- Voice Assistance – Uses the user’s screen reader for a seamless experience
Overcoming Challenges in AI Training
One of the biggest hurdles was ensuring the AI worked effectively across all ethnicities and skin tones. Many AI systems have been criticized for racial bias, so the VMA team trained the system with over 50,000 images covering all skin tones based on the Fitzpatrick scale.
A New Standard of Luxury and Accessibility
Luxury isn’t just about packaging; it’s about user experience. Users initially found the default voice too generic, so Estée Lauder modified it to work with the user’s preferred screen reader, ensuring a familiar and comfortable experience.
How the VMA App Empowers Users
- Independence – Users don’t need to rely on friends for makeup checks.
- Confidence – Knowing their makeup looks polished.
- Inclusivity – Beauty is for everyone, regardless of visual ability.
Testing and Development Process
The VMA app underwent extensive testing with visually impaired individuals to ensure accuracy and effectiveness. User feedback was crucial in refining features and functionality.
Who Can Benefit from the VMA App?
While designed for the visually impaired, the app is also beneficial for:
- People with motor-skill challenges
- Makeup beginners
- Those seeking precise application guidance
Future Plans for the VMA App
Estée Lauder aims to expand the app by incorporating:
- Advanced makeup tutorials
- Guides for different beauty looks
- More accessibility features
How to Download and Use the VMA App
The app is available for iOS and Android. Users simply:
- Download the app.
- Enable voice assistance.
- Follow the guided makeup application process.
User Testimonials and Experiences
Early users have praised the app for enhancing their makeup routine and providing a sense of independence. “It’s a game changer!” says one tester.
The Broader Impact of Inclusive Design
The VMA app proves that inclusive design benefits everyone. Whether it’s for a blind user, someone with autism, or a beginner in makeup, accessibility creates better experiences for all.
Estée Lauder’s VMA app is revolutionizing beauty. By merging AI with inclusivity, it empowers visually impaired users, ensuring beauty is accessible to everyone. The future of beauty is here—and it’s for all.
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