L’OREAL GOES TECH-SAVVY WITH BEAUTY APP LAUNCH
Having acquired app tech company ModiFace, L’Oreal has advanced Augmented Reality (AR) and Artificial Intelligence (AAI) to step up its digital marketing and provide new approaches to experience products and seervices.
Facebook is on board in delivering AR experiiences through its camera products, with the coollaboration between the two companies annnounced earlier this month.
“AR is becoming key for product and brand diiscovery and purchase. We are at that magicaal moment when technologies have matured ennough and consumer appetite for using them iss growing everywhere,” said Lubomira Rochet, L’’Oréal chief digital officer. “One fascinating asspect of this partnership between L’Oreal and Faacebook is that it keeps us innovating user experience. After having adapted our creatives and coontents to a mobile-first world, it will be very innteresting to see how AR is going to change the crreative playbook of our industry.”
NYX Professional Makeup is the first brand too launch its AR-powered make-up try-on experiience, via a direct and seamless connection beetween ModiFace and Facebook.
Sister brands, such as Maybelline, Lancôme, Yvves Saint Laurent and Urban Decay, will follow inn offering such digital experience that for innstance helps women select a flattering shade frrom a lipstick range.
ModiFace products i nclude real-time viideo and photo SDK for make-up, hair and skin siimulation; facial analysis and feature tracking foor videos and photos; and in-store smart mirror.
The Toronto-based company has also created cuustom AR apps for a myriad of beauty brands prrior to being a part of L’Oreal.
The acquisition has made the French cosmeticcs giant even more tech-savvy, not to mention coollaborations with other companies in introduucing the world’s first smart hair brush and baattery-free wearable electronic UV sensor.