In Brief

A platform to try on makeup without leaving the retailer's website

Recent data shows that 73 percent of women do the bulk of their shopping online via desktop and laptop computers. But when shopping for makeup, it’s difficult to know if you’re getting the colors that are on the screen, or if they’ll be completely different when they come to the door.

One new technology is challenging the assumption that makeup can’t be purchased online. CAKE is an extension of the company FaceCake Marketing Technologies, a leading producer of augmented retail. FaceCake’s CEO Linda Smith saw a major need here and her team developed the new product.

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