Digital pioneer L’Oréal has signed a new exclusive license agreement with Image Metrics to develop its successful Makeup Genius app further with the launch of new products.

The partnership allows the use of Image Metrics’ technology to enable the development of new features and the addition of new products and functionality, which is hoped to continue to entice consumers of the product worldwide.

Cyril Chapuy, L’Oréal Paris Global President, says, “Makeup Genius brings an obvious added value, a true utility to women giving them access to our large portfolio of products, trying them on, sharing them on their social networks and easily buying them. Entering this new era with Image Metrics will allow us to explore new possibilities and connect more than ever with consumers and offer them an easy, personalized and truly useful beauty e-routine.”

The app has been one of the most successful to date, with over 20 million users worldwide logging on to enjoy the benefits – in turn boosting L’Oréal’s dominance in the ever-changing digital world of beauty.

Ron Ryder, CEO of Image Metrics, says, “The combination of Image Metrics world class augmented reality technology and L’Oreal’s robust vision have brought a truly groundbreaking experience to consumers worldwide. We share a strategic perspective for what is possible and as we develop even more advanced augmented reality technology it will drive experiences that are increasingly immersive and stunningly real.”