A digital language of sorts, emojis have made their way onto the phones of the majority of the world’s population. And alongside the recent news of expansion of the original emoji line, L’Oréal USA has just launched a range for the beauty obsessed – titled Beaumoji.
The 130 icon development is organised into categories including It Girl and Pampered Life. Iconic L’Oréal products feature in the range, including miniature symbols of cult products such as the Urban Decay Naked Palette and Maybelline New York Great Lash Mascara. Available on iOS and Android, consumers have already been promised seasonal upgrades if they download the phone addition.
Beaumoji is the latest in a line of digital-based inventions made by beauty giant L’Oréal. It is another way for the company to encourage beauty-oriented conversations, as well as engagement with its growing population of consumers.
L’Oréal USA vice president of innovation and entrepreneurship Rachel Weiss explains: "We know the online conversation around beauty is huge and continuing to spike along with the shorthand language of emojis. We saw an opportunity to provide expressions and tools for our beauty community that reflect the daily conversations we see happening. With Beaumoji, our goal is to provide emojis that beauty enthusiasts crave and speak to their unique passions, lifestyles and personalities."
