It’s interesting to see  a luxury cosmetic company finally break into a more tech-savvy audience and create a digital strategy behind the brand. This might be a reaction to the efforts of the self-made make-up artist, Lauren Luke, who has Youtube channel of online make-up tutorials with an average of 56 million viewers and 260,000 subscribers.

In early 2009–with the IP expertise of Anomaly–Sephora partnered with Luke to create By Lauren Luke, a proprietary signature line of cosmetics. Since the launch, she has become an online sensation with loyal fans and shoppers. Luke doesn’t offer marketed luxury cosmetics, but she does offer candid makeup advice from all the natural skill or imperfections of a real woman.

Lancôme has recently launched a mobile application for the iPhone, The Declaring Indigo collection with a tribute to its Parisian-style heritage. It is the first of its kind among global cosmetic companies where Lancôme hopes to make choosing cosmetics more “‘intuitive and truly personalized.‘”

According to Marketing Magazine, the app will enable users to create custom looks on their phone by choosing different colors and combination. Once created, these new looks can be saved for your next visit to the makeup counter. To further its interactive strategy, Lancôme also launched its own beauty blog devoted to make-up tips from Lancôme makeup professionals as well as access to artists, backstage photos and videos, and video make-up how-to’s.

This post was previously published on MobileBehavior’s Next Great Thing.