L’Oreal is introducing its popular Makeup Genius app to consumers in Australia.
The app turns a user’s smartphone into a virtual mirror and with facial mapping technology, allows customers to digitally apply over 500 products. Since launching in France, the United States and China in May 2014, the app has been downloaded by 1.4 million customers.
The app, which works on iPhones, iPads and Android smartphones allows users you modify angles, lighting and facial expressions to see how unique makeup looks will appear using the phone’s front-facing camera. Additionally, the app lets users share beauty looks on social networking sites such as Facebook.
What differentiates the L’Oréal’s app from other existing apps is the fact that users can sample different products in real time. The app’s facial mapping technology is able to capture 64 facial data points and 100 unique facial expressions while working in over 400 different lighting conditions. L’Oreal plans to gradually introduce the app to other countries worldwide.
Marie Gulin-Merle, CMO L’Oreal USA, said, “At L’Oreal, we are committed to bringing beauty to all women through the development of breakthrough technologies and cross-industry partnerships that complement our scientific expertise and add value to our consumer’s digitally connected lives. 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.”