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AR and VR innovations in beauty

Since Snapchat introduced its “Lens” feature in September 2015, using real-time face detection technology to add filters onto snaps, we’ve been experimenting with turning ourselves into dogs, fairy princesses even Santa. But some of the social network’s most popular filters are those that beautify – subtly perfecting skin and retouching imperfections like a professional airbrusher.

In June 2016, L’Oreal Paris became the first beauty brand to sponsor a lens on Snapchat to promote its Silkissime Eyeliner and launched a second in October 2016, highlighting the serious opportunity which filters can provide for advertising.

Now, a whole host of augmented and virtual reality apps allow us to try on make-up from the comfort of our own homes, offices, during our commutes… So we can realistically see if a certain product or shade will suit us. Including whether that baby blue eyeshadow should really make a comeback. We expect such offerings to boost online cosmetics sales as VR provides a possible solution to the risk of purchasing an unsuitable product, like the wrong shade of foundation.

 

Now in the second phase of its digital transformation – the reinvention of the beauty experience – L’Oréal has acquired ModiFace, a pioneering company in the area of augmented reality.