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

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Blog Posts

What the modern gig economy is doing to customer experience

Most marketing theory was established in the context of stable employment relationships. From front-line staff to marketing strategists and brand managers, employees generally enjoyed job security with classic benefits such as superannuation plans, stable income streams, employment rights, training, sabbaticals and long-service leave.

Dr Chris Baumann

Associate professor, Macquarie University

The new data hierarchy

We are all digital lab rats spewing treasure troves of personal data wherever we go.

Gerry Murray

Research director, marketing and sales technology services, IDC

When marketing a business, we can learn a lot from neuroscience

In 2015, a study at MIT suggested an algorithm could predict someone’s behaviour faster and more reliably than humans can.

Michael Jenkins

Founder and director, Shout agency

Because you are missing the point of the term "disruption"

Sean

Uber for the truckies: How one Aussie startup is disrupting the freight industry

Read more

Absolutely agree with this ... Facebook doesn't care what adds they show. You report an add for fake news/scam and it just remains "open...

Quasi Carbon

Unilever CMO threatens Facebook, Google with digital advertising boycott

Read more

How to create Pinball game in 4 minshttps://youtu.be/S1bsp7del3M

Alex Atmavan

Rethinking gamification in marketing

Read more

True Local - one of the least credible review sites on the entire internet.

MyNameIsStomp

Former Virgin Mobile CMO and CEO joins oOh! as first customer chief

Read more

Data-driven marketing solutions are the way forward to inspire customer engagement. Data should be given a long leash when it comes ident...

Claudia

C-suite perspectives: How Ray White's executive perceive marketing's role today

Read more

Latest Podcast

More podcasts

Sign in