L'Oréal launches "Makeup Genius”, its new virtual makeup simulation app

By

Sarah Ahssen

Published
May 19, 2014

L'Oréal is launching "Makeup Genius", an augmented reality app designed for L'Oréal Paris that allows users to virtually test out an eyeliner or new eye shadow with a smartphone or tablet*.

"By combining our knowledge of consumers and the science of colors with technologies for monitoring facial expressions, we have been able to calculate the best possible algorithm capable of producing an extremely realistic color-rendering in real time using just an iPhone camera," says Guive Balooch, who directs the web companies Connected Beauty Incubator, L'Oréal Research & Innovation.

"Makeup Genius" works like an interactive mirror, allowing users to test out products virtually using their device’s camera. Products may then be ordered via the brand’s e-shop. While shopping in a L’Oréal Paris store, users can even bring up products to try out by scanning barcodes with their smartphone. Makeup Genius is available in France, the United States and China and will eventually be released in all countries in which L'Oréal Paris is present.

Taking into account that there are 4 billion beauty-related search requests on Google each year, the company wants to establish itself at the forefront of connected beauty.

It should be remembered, that in March, L'Oréal appointed Lubomira Rochet (ex-Microsoft) as chief digital officer, a newly created position.


* Application available on iTunes