Beauty giant L’Oréal has been making waves in the digital world of late, and its new app Matrix Color Lounge – launched in partnership with ModiFace – allows users of the Matrix hair color brand to digitally try before they buy.

The Matrix Color Lounge apps requests you to take a photo of yourself, choose a product, and see the end results of that choice. There are over 100 dyes to choose from and with ModiFace being so accomplished in similar apps, its powerful algorithms take into account the skin tone, or natural hair color. This is different to other companies that use a stock photo placed over your own hair.

The app is available to normal consumers, however, it is more targeted for use in hair salons where professionals can help customers visualize how their desired style and color will look before taking the next step.

Matrix Color Lounge is available in Europe, the Middle East, and Africa.

The app follows news reported by Global Cosmetics News last week that L’Oréal has eyed a potential gap in the market and has created a series of online make-up tutorials aimed at helping the older consumer.

It’s no secret that online make-up tutorials are taking the beauty world by storm, which have mainly been aimed at younger girls hoping to get the hottest tips from the likes of Kylie Jenner and the Kardashian clan. However, with older women also wanting to make the most of their beauty, L’Oréal has now launched a series of YouTube videos called Wow-To, with the ‘Wow’ standing for Wiser Older Woman.

There are step-by-step tutorials presented by Tessa Broadhead, 46, and Carol Anne Swan, 56, while celebrity make-up artist Ruby Hammer also shares her top tips on where to shop for make-up and how to wear products that will suit the older woman.

The company has also finalized a partnership agreement with New York-based digital training specialist, General Assembly.

The partnership will build an online learning platform for employees at  L’Oréal and is designed to educate marketing teams on the latest trends, tactics and new technologies in digital marketing. Called The Essentials of Digital Marketing, all professionals at the company will have access to more than 70 interactive e-learning modules to expand their skillsets.