LÓreal launches virtual cosmetics trial via augmented reality

New mobile app using facial recognition technology to allow women to try on different products virtually and in real time

Eva Longoria
Eva Longoria

L’Oréal has launched what it claims is the first-of-its-kind app allowing women to virtually try on its cosmetics products using augmented reality technology.

The ‘Makeup Genius’ app is based on facial mapping technology previously used in the film and gaming industries, and turns a smartphone or iPad camera into a virtual mirror that women can use to try on L’Oréal products in real time.

Consumers scan a product or advertisement to detect a colour match, then can virtually try on individual products as well as curated looks suggested by expert makeup artists. These images can then be shared via Facebook.

The app was devised by the brand’s new US Connected Beauty Incubator business development division in partnership with facial mapping technology company, Image Metrics. It was launched in Sydney this week by Australian ambassador, Megan Gale, along with international ambassador, Barbara Palvin.

Makeup Genius is now available as a free download for both Apple and Android devices.

“At L’Oréal, our ambition is to offer beauty for all,” said head of digital in Australia, Christophe Eymery, adding that the new app helped better connect the physical and digital buying experience for consumers.

Related: L’Oréal goes back to the future with content marketing agenda

“Our ambition for Makeup Genius was to create a game-changing digital experience that was on par with the same best-in-class standards as our product portfolio,” he said. “The Makeup Genius mobile app is the solution to try before you buy that is accessible to women everywhere right at their fingertips.”

The facial mapping technology works by capturing 64 facial data points and 100 facial expressions, which L’Oréal claimed help it discern an individual’s lips, eyes and other facial contours. It also means the virtual makeup experience adjusts as a consumer turns their head or changes their facial expression, and supports 400 different lighting conditions.

As part of the launch, L’Oréal enlisted US actresses, Eva Longoria and Julianne Moore, to showcase the ability to capture different skin tones and colours. L’Oréal Paris’ celebrity makeup artist, Billy B, also curated a number of looks for consumers.

“With this app, women don’t need a professional makeup artist because they can become their own makeup designer,” he said.

Makeup Genius is one component of the new Makeup Designer Paris brand platform, which will extend into advertising and packaging, L’Oréal said.

Follow CMO on Twitter: @CMOAustralia, take part in the CMO Australia conversation on LinkedIn: CMO Australia, join us on Facebook: https://www.facebook.com/CMOAustralia, or check us out on Google+: google.com/+CmoAu

Join the newsletter!

Error: Please check your email address.
Show Comments

Blog Posts

The competitive advantage Australian retailers have over Amazon

With all of the hype around Amazon, many online retailers have been trying to understand how they can compete with the American retail giant.

Joel Milligan

Performance manager, Columbus Agency

How to become the customer experience custodian

The number one objective enterprises give for embarking on a digital transformation is to improve customer experiences with new engagement models, according to IDC’s 2017 global study.

Fear not: It's only a robot

Every time I pass through the automated border controls at the Sydney airport I walk away with a feeling of exasperation on the one hand and relief on the other. Exasperation, because the face recognition technology inevitably always fails to recognise me. Relief, because we seem to be safely years away from the Orwellian reality of states controlling every aspect of our lives; something the media is keenly warning us against each day.

Dan Kalinski

CEO, iProspect Australia and New Zealand

And to add after looking at event pictures plus, observing all AU's visible Blonde Bimbos (think Julie Bishop to this Georgie Gardnerare)...

absolutelyconcerned

In pictures: CMO 50 2017: The who's who of Australian marketing leadership

Read more

CMO 50 2017 announcement mentioning "innovation". I checked date and its November not April so its wasn't an April Fools' Joke. Australia...

absolutelyconcerned

In pictures: CMO 50 2017: The who's who of Australian marketing leadership

Read more

I worked at Momentum when the transformation started way back in 2013 (not 2015 as stated in the article). It was a painfully slow and co...

Jay

How Momentum Energy has transformed its entire business to be customer-led

Read more

Another buzzword thoughtlessly latched onto, without any thought for the implications on the organisations that have to lumber through th...

Tired

Rolling out agile marketing at Deakin

Read more

Useful., also don’t miss out on these 5 features of Adobe Experience Cloud - Visit here > http://www.softcrylic.com/b...

Sunil Joseph

Adobe debuts Advertising Cloud, Experience Cloud

Read more

Latest Podcast

More podcasts

Sign in