L'Oréal virtual makeup innovation during the age of Zoom meetings

How the cosmetics industry maven steps up to the virtual plate

Since L’Oréal’s inception in 1909, founded by a chemist testing hair dyes, the company has taken the cosmetics industry by storm. Its latest implementation of augmented reality makeup comes as no surprise for the brand with innovation in its bones.

As virtual meetings and videos have become the go-to means of communication in personal and professional settings, consumers are looking for ways to virtually refine their look on social media apps like Snapchat and Instagram or platforms like Zoom and Microsoft Teams. L'Oréal’s Signature Faces tech-generated makeup is just an installation away.

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Free to users, the product offers three different themes and 10 different filters, providing the ability to add color to your lips, fullness to your lashes or smooth away acne spots, among other virtual enhancements.

What started two years ago when “quarantine” was only a term in apocalypse films has become mainstream. As L'Oréal acquired ModiFace in 2018, the duo partnered with Facebook to give customers the ability to try on makeup through Facebook’s platform. Other companies like Fit:Match and Forma are following suit in the world of virtual dressing rooms.

It is no secret that the cosmetics industry saw sales decrease when the pandemic hit and people first began working from home. But as time went on, sales have begun to climb.

The brand’s hope is that through experimenting with virtual products, the next time customers are shopping for a new shade of lipstick they will think of L'Oréal.

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