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Meitu's BeautyPlus and MakeupPlus Apps Launch New Filters in Celebration of the Release of Insidious: The Last KeyPALO ALTO, Calif., Jan. 17, 2018 /PRNewswire/ -- Meitu Inc. (SEHK: 1357), the world's leading beauty app developer with downloads on over 1.5 billion unique devices, announces a new creative partnership with Sony Pictures Entertainment in celebration of the return of the hit horror franchise - Insidious: The Last Key.
Haunting filters and an Insidious-inspired makeup look will be available on both of Meitu's flagship apps, BeautyPlus and MakeupPlus. Leveraging Meitu's advanced augmented reality and proprietary facial recognition technology, users will be able to bring the film's spine-chilling elements to life in their photos and share these scares via social media. This campaign directly follows the recent announcement of the BeautyPlus app surpassing 300 million users outside of China. BeautyPlus will feature three spooky filters to bring its users into the purgatorial spirit world, the Further. To maximize the scare factor, these filters integrate interactive elements that respond to user movements to transform the user's face into a demon, create ghostly silhouettes behind the user, and pierce the user's throat with a demonic hand. MakeupPlus, Meitu's virtual makeup try-on app, will feaure a hauntingly beautiful makeup look inspired by the movie's ominous lighting and demonic elements. The look transforms the user with smoky makeup, icy contact lenses and bloody lips, complete with a dead hand piercing the user's throat with a key-shaped finger. "We are thrilled to expand on our partnership with Sony for Insidious: The Last Key, to bring these new looks and filters to our user base. Having previously partnered with Sony Pictures Entertainment's The Emoji Movie global release, BeautyPlus has emerged as a unique and interactive platform for brands to engage with their audiences like never before," said Fox Lui, Head of International Business at Meitu. "In creating these filters and looks, we are bringing the user directly into the film to experience the franchise from within." To experience the Insidious: The Last Key AR filters and makeup look, download BeautyPlus and MakeupPlus on Google Play or through the App Store. About Meitu, Inc. Meitu, Inc. (SEHK: 1357) is a global mobile internet platform and innovator in mobile video and photography, including Artificial Intelligence and Machine Learning algorithm-based proprietary facial recognition and virtual "try-on" technologies for hair and makeup. By leveraging its technology leadership and global user base, Meitu, Inc. is building a mobile beauty ecosystem where users can discover, create and share new looks – right from their smartphone. Today, Meitu, Inc. apps are installed on over 1.5 billion unique mobile devices around the world, with billions of photos generated by Meitu, Inc. apps each month. More information about Meitu, Inc. can be found at corp.meitu.com/en. CONTACT: Elena Zheng, Meitu Inc. [email protected]
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