L’Oréal Paris brand builds on a two-year relationship with digital firm Image Metrics with a new license agreement relating to the Makeup Genius augmented reality App, with plans to explore new opportunities and further connect with consumers. This App is a mirror that relies on innovative technology and it can monitor each user’s facial features and allow virtual make-up to be applied on their face. It was developed with the collaboration of L’Oréal Research and Innovation and it was important for the cosmetics maker’s «connected beauty» vision, with almost 20 million users worldwide downloading this application since they search for a trial before buying a product. It’s useful to women because they have access to the company’s portfolio of products, they can try them on, sharing them on their social networks and buying them.
by B. Briasco