The ClearCam by Murad app aims to show users how its products can benefit their skin by lending a preview through photo editing techniques. By tapping the mobile channel for this initiative, Murad is able to reach more users in a modern way.

?Mobile is emerging as an important part of the health and beauty industry,? said Parham Aarabi, CEO of ModiFace. ?By providing a direct and personal connection with consumers, brands are finding new ways of marketing their products and services on mobile.  

?For example, through the use of virtual try-on tools, ecommerce and shopping apps, and other utility-based applications, brands are finding a way for direct connection to consumers,? he said. ?As more and more consumers start to make purchasing decisions and shop on mobile, this will become of increasing importance in the health and beauty industry.?

The ClearCam by Murad iOS app allows users to take a photo and realistically simulate the potential results of Murad, Inc.?s Acne Spot Fast Fix and Acne Clearing Solution on users? skin through the use of ModiFace?s unique and patented visualization technology.  

The photo effects, based on the clinical findings of these products, are meant to be natural and realistic, providing users an instant preview of healthier skin that can be used both for consumer education and as a pre-sharing filter.  

In an effort to reflect the clinical findings of the products, Murad claims that 96 percent of Acne Clearing Solution users saw clearer skin in just 72 hours, and Acne Spot Fast Fix helped reduce pimple severity in as little as one day. The introduction of ClearCam by Murad gives consumers the ability to edit an image, and Murad believes the edited images mirror the anticipated results of each product. 

The app features four easy steps, including Face, which applies a time-lapse swipe to see clearer skin all over, Spot, to touch up stubborn blemishes, Filters, which add flattering photography tones, and Frames, which add style to the final image. 

Once the image is complete, users are then guided to Selfie Share, where they are encouraged to share their new selfie across their social media platforms, including Facebook, Instagram and Twitter using the hashtag #itsallclear.

This year, the health and beauty industry has turned to mobile for many of its marketing initiatives.

For example, Condé Nast?s Allure and skin solution system SkinBetter are providing in-depth skin analysis in a tool available online and via iOS and Android mobile applications to give consumers an at-home reference for their skincare needs.

As traditional dermatology has always required doctor visits and product testing, the SkinBetter Skin Analyzer takes a new approach to skincare with its mobile offerings. Requiring less effort, the tool provides convenience and appeals to younger audiences (see story).

Similarly, beauty brand Julep is requesting social participation from fans in San Francisco for a treasure hunt using physical ads to promote the new Plié Polishing Wand.

Julep wants the public to snap photos of the ads and post them to social media using hashtag #PlieWand. At random, the brand will select one person to win a Julep prize pack worth $100 (see story).

?Brands are trying to find out the best way to connect with consumers on mobile,? Mr. Aarabi said. ?This has to start with the consumer and their actions.  

?Often, consumer actions involve taking photos, applying filters, and sharing,? he said. ?Regarding our partnership with Murad, we thought that a great way of Murad to connect with consumers was to leverage their skincare expertise by creating a Murad-branded camera app which would apply skin-enhancement filters that matched the clinical data from Murad products.  

?This way, consumers get the benefit of a realistic filter while learning more about Murad products. This is in my opinion a great example of a mobile native ad.?

Caitlyn Bohannon is an editorial assistant on Mobile Marketer, New York