L’Oréal is set to harness the power of augmented reality and livestreaming technologies in its latest launch: a digital, tailored, make-up counter experience, according to a report published by Ad Week.
The French beauty giant demonstrated its new tool at Cannes Lions Festival of Creativity. The service will debut on its NYX Professional Makeup site, allowing shoppers to book a livestreaming consultation with a beauty assistant to experience the department store-style service from the comfort of their own home.
Assistants will be able to demonstrate products using AR, and recommend products. Clients can then purchase products and book further sessions and / or tutorials.
“What we are doing with these technologies is to really mimic and recreate this really personal relationship you have with a beauty assistant at the counter,” Lubomira Rochet, Chief Digital Officer, told the audience. “She looks at you, understands you, has more experience. You get into a really personal conversation so you can have a really personalized recommendation. This is exactly what we want to do with our AR experience.”
Rochet revealed that the experience, which was developed by newly acquired ModiFace, will be rolled out to the entire portfolio in due course.