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!

Or
Error: Please check your email address.
Show Comments

Blog Posts

Will our manners go the same way as texting when robotic servants take over?

Much of the talk in the industry is focused on the limited amount of time that screens have left in our lives.

Katja Forbes

Founder and chief, sfyte

Social purpose: Oxygen for your brand health vitals

If trust is the new currency, then we’re in deep trouble. Here's why.

Carolyn Butler-Madden

Founder and CEO, Sunday Lunch

Customer experience disruption: Healthcare faces a bitter pill

Over the past decade, disruptors such as Amazon, Apple and Australia’s Atlassian have delivered technology enhanced customer experiences, which for the most part, have improved customers’ lives and delivered unparalleled growth. Can they do the same for healthcare?

Alex Allwood

Principal, All Work Together

are you talking about bbc news here

frank

CMO interview: How BBC Worldwide's marketing lead builds brand purpose and growth

Read more

Toms is definitely my favourite shoe brand! Along with Aurélien. For this summer I bought two pairs of navy Toms espadrilles and a pair o...

Paul Erickson

​The shoe with a good soul: TOMS’ innovations for philanthropic engagement

Read more

I think this is the best article today about the salesforce latest platform. Thanks for taking your own time to discuss this topic, I fee...

Ramramky

Salesforce looks to democratise AI, IoT with latest platform play

Read more

I came across this recently when researching blockchain loyalty point projects. There are quite a few projects. Most are in development a...

Andrew @ EcomLoop

How cryptocurrency is set to change the customer loyalty program model

Read more

nive!

Maureen Becks

How AI helped San Churros build brand loyalty and excitement

Read more

Latest Podcast

More podcasts

Sign in