L’Oréal is said to be working on a marketing strategy based on the Internet of Things, whereby make-up products will be embedded with a chip capable of communicating with a smartphone app to relay location data and usage.

According to a report published by Silicon Angle, L’Oréal Paris’ Head of Digital and Media for Australia and New Zealand, Christophe Emery, told the audience at this week’s Dreamforce conference that the company is developing a marketing strategy based on the Internet of Things.

Connected products could lead to more targeted advertising presented to consumers based on the contents of their make-up bags, whether a given item is running low and how many times they use each item in a single day. Smart cosmetics would also provide companies with more accurate market research, enabling them to develop products that meet consumer needs more thoroughly.