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L’Oreal Paris does digital with virtual reality experience

By Andrew McDougall+

17-Jun-2014
Last updated on 17-Jun-2014 at 17:28 GMT

L'Oreal Paris launches Make-Up Genius virtual mirror

Cosmetics manufacturer L’Oreal announces its first connected beauty digital innovation exclusively for its L’Oreal Paris brand creating a virtual mirror to test cosmetics for consumers.

The ‘Makeup Genius’ project will be launched in the United States, France and China before reaching all other geographies where the brand is present.

"By combining our knowledge of consumers and the science of colors with technologies for monitoring facial expressions, we have been able to calculate the best possible algorithm capable of producing an extremely realistic color-rendering in real time using just an iPhone camera," says Guive Balooch, Director of the Connected Beauty Incubator, L'Oréal Research & Innovation.

Virtual mirror

The new tool will enable consumers to test make-up products using their mobile phone or tablet as a virtual mirror.

Consumers are able to test make-up products, a new make-up look, or scan a bar code at the point of sale as the cosmetics maker looks to deliver consumers a personalized experience, with company saying that it hopes to offer all women an unprecedented beauty ‘e-routine’.

"We believe that one of the major trends to come concerns the virtual reality experience, which will offer consumers a new and effective way of trying products, learning how to use them and personalize them, with unparalleled results for the consumer", adds Cyril Chapuy, President of L'Oréal Paris International.

Digital prowess

The new launch is based on the insight that beauty is one of the most Googled topics in the world (approximately 4 billion searches a year).

The L’Oreal innovation incubator says it decided to respond to the needs expressed by consumers by offering greater customization and interaction with its brand.

It is all part of a started that has been in place for some time and L’Oreal Paris was recently highlighted as a ‘Genius’ brand for its digital activity, by L2 ThinkTank; along with Lancome, Kiehl’s, Benefit, Bobbi Brown, and Estée Lauder.

L’Oréal Paris set the standard for on-site personalization with recommendations that extend across devices. It is also the ‘video leader’ and continues to extend its reach through the Destination Beauty channel.

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