L’Oréal has become the second beauty brand to launch a dedicated keyboard for beauty fans looking to express themselves via the medium of emojis.

Created in partnership with Snaps, the Beaumoji keyboard is available for free download in both iOS and Android app stores and is designed ‘to enhance and animate conversations around the world of beauty’, according to the French beauty giant. The keyboard comprises 130 different characters spanning the full gamut of preening actions.

“We know the online conversation around beauty is huge and continuing to spike along with the shorthand language of emojis. We saw an opportunity to provide expressions and tools for our beauty community that reflect the daily conversations we see happening,” said Rachel Weiss, Vice President of Innovation and Entrepreneurship at L’Oréal USA. “With Beaumoji, our goal is to provide emojis that beauty enthusiasts crave and speak to their unique passions, lifestyles and personalities.”

The keyboard is divided into different categories, with ‘It Girl’ featuring the latest trends, such as ombre lips and pastel hair; ‘Pampered Life’ showing characters indulging in various beauty rituals; ‘Iconic’ featuring signature products from the French beauty giant’s stable of brands such as Maybelline’s Baby Lips and Kiehl’s Mr Bones logo; ‘beYOUtiful’ which encourages users to express their personal style; and ‘Love’, spanning icons and gestures to express enthusiasm for all things beauty.

To celebrate the launch, L’Oréal has unveiled an emoji design contest, inviting consumers to create their own Beaumoji before submitting it to the panel via social media using the hashtag #BeaumojiContest