L’Oreal launches virtual reality makeup mirror app allowing customers to virtually test products
L’Oreal Paris has launched an augmented reality makeup mirror, Makeup Genius, using advanced facial mapping technology to allow users to virtually try on various products and looks on their mobile or tablet.
L’Oreal Paris want its products to be more accessible through this new app by providing an innovative try before you buy solution. The app, available on Apple and Android devices, allows users to scan a L’Oreal Paris product or advertisement to detect a colour match, virtually try on individual products, or test out entire looks from L’Oreal’s expert makeup artists. The app also gives users the option of sharing looks to Facebook.
Makeup Genius does this by turning the device’s front-facing camera into a virtual mirror. The app is based on the same technology used by Hollywood filmmakers and the gaming industry. L’Oreal Paris teamed up with Image Metrics, the same group that went on to win an Oscar for its visual effects and animation on The Curious Case of Benjamin Button.
The app is the latest to come out of L’Oreal Paris’ ‘Makeup Designer Paris’ platform, which will extend to advertising and packaging. The brand wants this new platform to change the way women are inspired by, interact with and shop for makeup.
L’Oreal Australia head of digital, Christophe Eymery said, “Our ambition for Makeup Genius was to create a game-changing digital experience that was on par with the same best-in-class standards as our product portfolio.”
Unlike other existing apps, Makeup Genius does not render colours onto a pre-uploaded static image but allows women to try on makeup looks in real-time. The app captures 64 facial data points and 100 different facial expressions, which allow you to turn your head to test out the makeup products at different angles and lighting conditions. The app claims to work in more than 400 different lighting conditions and also takes into account different ethnicities to provide an accurate resolution and performance of the makeup.
“At L’Oréal, our ambition is to offer beauty for all. To meet the diversity of the Australian consumer needs, we are offering scientific expertise from our extensive range of products to add value to our consumer’s digitally connected lives,” said Eymery.
The app also offers an E-commerce service to buy L’Oreal Paris products, but this function is not yet supported in Australia.