As I was looking through Instagram Stories on Friday night, something caught my eye. I was watching Jasmine Star’s Insta Stories and under her name it said the filter she was using. The Face Filter to be precise. What was strange was that I hadn’t noticed she was using a filter. And that was kind of the point. This was no ordinary Instagram Face Filter. This was an Instagram Face Filter by Kylie Jenner. And, for me, it’s really changed the game on filters.
What’s an Instagram Face Filter?
First things first, if you’re not sure what I mean by Instagram Face Filter, let me explain. Have you seen people on Instagram Stories with dog ears and rainbows and other craziness on their faces? Yep? 
That’s a Face Filter. They’re usually comical in some way and it’s very, very obvious that one’s in use. But this was different. It wasn’t like that at all.
Kylie Jenner
I am sure you don’t need me to tell you who Kylie Jenner is… but I’m going to because if you don’t know then the next bit of this blog is going to make very little sense to you! Kylie is part of the Kardashian clan, and she has her own make up collection. As you’ll know if you follow me on Instagram or Facebook, I have no idea about make up. It’s more luck than judgement that I know about her make up range, but I digress…
So what’s the Kylie Face Filter?
It’s a form of augmented reality and an absolute stroke of marketing genius in my opinion. I had a jaw dropping moment when I realised what the filter did and how it worked. So, unlike comical filters, the Kylie Face Filter makes you look, well, really quite good. But it’s more than that. Inside the Kylie filter you can chose from one of eight different looks with the central focus being the lip colour. These eight different options show a range of colours and are, wait for it, based on her lip colour collection. This sounds good – I mean, when I discovered it I was pretty tired and I was not looking my best…. and this filter definitely improved things, put it that way. But it’s SO much more than this. I really believe that this is part of the future of marketing. Want to know how make up is going to look on your with your colouring? Easy. How about furniture in your house? Clothes? All from your phone. Even through on of your favourite apps?
The one obstacle in the way of shopping online has always been that you can’t really see the products and how they’ll look on you through a computer screen. With this kind of technology being used, can you imagine the scope? Can you imagine the potential?
Blummin well done Instagram. Another absolute triumph in my eyes. And I for one can not wait to see how augmented reality grows in this accesible way.
