L’Oréal Paris have introduced a game-changer in digital consumer experience with the debut of its new virtual app, Makeup Genius. The iPhone and iPad app was launched at the Cannes Film Festival this week, and offers users instant virtual make-overs.
Using the phone or tablets built-in camera, users can apply lip, eye and cheek products to their faces thanks to image metrics designed with facial mapping technology. The app also offers 16 curated looks from celebrity make-up artists and accommodates for 400 different lighting situations. Consumers then have the ability to scan any L’Oréal Paris product label and test out more than 300 cosmetics they have utilised on the app.
"The reason why we started it is we see the beauty consumer has changed in terms of what they actually want in a product and an experience. We are moving more and more toward service, personalisation, toward customisation,” says L’Oréal’s Connected Beauty Incubator global director Guive Balooch.
The New York Times adds: The app is yet another manifestation of a race among businesses to be connected to the consumer on every device, a competition that has left cosmetic companies far back in the pack. But it also is a notable advancement toward the concept of an 'interactive mirror' that has long fascinated some in the beauty and fashion industries.”
The Makeup Genius is available on iTunes in June.
