Master beauty techniques with AR
This summer, Joah Beauty teamed up with top female augmented reality creators and digital filter artists for its #JOAH30sEyelinerChallenge. The beauty brand enlisted the creative skills of experts like creative agency Song Candy and artist Paige Piskin, among others, to create the campaign in which fans replicate a beauty look using augmented reality.
In the challenge, one filter shows eyeliner on one eye, and users aim to recreate the look on the other in under 30 seconds.
“It gives you the ability to see it with one eye and copy it with the other,” Piskin told Happi of the Joah Challenge, which runs through August. “For me, I had never done anything like this before. I realize how effective it would be to monitor your own eyes using your phone.
Piskin’s creative makeup filters have been admired and used by some of pop’s megastars including Adriana Grande, Billie Eilish, Kylie Jenner, Selena Gomez, Bella Hadid and Grimes, who wore one of Piskin’s filters in her music video video “My Name is Dark”.
Part of Piskin’s signature beauty look is the winged eye. During her interview with Happi, she rocked the cat eye with a purple pink eyeshadow.
The challenge features Joah Beauty Line Up eyeliners or brushes.
“I’ve never really used such a precise eyeliner,” Piskin said of the liner. “When you’re going to do a simple wing or something more dramatic, it’s very clean and very sharp. Usually when I use eyeliner I get smudges or I end up having to do these giant wings and the [Line Up Felt Tip] the eyeliner goes exactly where you want it. It’s an amazing product. This is perfect for making a very detailed wing or outline.
The smudge-proof, waterproof eyeliner, which retails for $8.99, is infused with lash-strengthening biotin and is easy to apply with a quick-drying formula designed to create an on-point cat eye. The look can be achieved with a smooth stroke of the pen as close to the lash line as possible before creating a wing that deflects upwards.
Translated from English, “Joah” in Korean means “I like it”.
Song Candy, the creative agency that helped conceptualize the #JOAH30sEyelinerChallenge, found that K-Pop was trending with the brand’s target demographic, with nearly 235 billion views on TikTok to be exact. Putting the hit song on K-Pop vocals and original synths was a no-brainer for the brand, which is part of Kiss Products.
“Song Candy pioneered creative design with a focus on identifying what makes Joah Beauty unique,” said Song Candy co-founder Christine Hunt. “We went to the roots of Joah Beauty. We wanted to create a playful way to push this forward without looking too commercial.
“Joah Beauty is a creative makeup brand with a great product, which made it the perfect collaboration to create such a fun makeup filter and TikTok challenge,” Piskin said. “Joah Beauty’s eye line is super sharp allowing you to create precise detailed designs and the filter helps reflect the other eye making it look very natural and even easier to draw!”
Joah Beauty worked with Emily Robinson, Katie Farhood, Mary Skinner, Spencer Hedges and Indigo in the campaign.
Self-taught “AR Master”
Piskin has been called by Meta an artistic master of augmented reality. Like many talented artists, her artistic skills and passion are innate and she is completely self-taught.
“I love makeup. We all use whatever suits us,” she said. “It’s a form of self-expression. I’ve worked with makeup since I was old enough to go out and buy mine,” the Millennial said, adding that she honed her skills by getting ideas from YouTube, Instagram and TikTok videos.
Her earliest memory with makeup, however, comes from the printed page; she was 14 years old and was browsing the pages of Kevyn Aucoin’s book “Making Faces”. The late makeup artist created the sculpted look celebrated by many models and hitmakers, from Whitney Houston to Janet Jackson. The industry-defining book included her discussion of make-up techniques such as face contouring widely used in drag culture.
When she reached college age, the Long Island native dropped out of community college to pursue graphic design on her own rather than in a classroom.
“I mostly worked with an iPad and a pen,” she said.
Today, Piskin has become an internet sensation, achieving viral fame with over 100 billion video views of her artwork and amassing over a million Instagram followers in her early 30s. She has worked on campaigns with Urban Decay, NYX and L’Oreal in addition to this latest effort with Joah.
A tool for teaching
Filters, she says, are a great way for today’s generation of beginner makeup enthusiasts to experiment with different color schemes, dramatic eyeliners and lip tints with the ease and sophistication of AR for find what looks best on them — a monumental one too, she said. she would have liked to grow up.
“I feel like wearing filters is a really organic way for someone to share a brand that seems to fit well into the content, rather than the traditional trial of a product,” Piskin said. . “Someone can try a filter and the person creates their own story with that filter.”