L’Oréal has partnered with augmented reality (AR) app YouCam to allow consumers to virtually try on cosmetics.
Consumers will also be able to buy their favourite products through the Perfect Corp-owned app and access the technology via L’Oréal Paris counters.
“The partnership accelerates on building omnichannel services to enhance the consumer experience at every touchpoint,” said Lubomira Rochet, Chief Digital Officer of L’Oréal.
“Virtual make-up, live-streaming, AR shopping are key features in a modern beauty journey that mixes online and offline. These services delight our consumers and increase conversion rates for our brands.”
L’Oréal Paris and YSL are the first L’Oréal-owned brands to roll out on the app; details of other L’Oréal brands to be added to YouCam’s portfolio are yet to be confirmed.
This is not the first time the beauty company has dabbled in AR.
In 2015, L’Oréal Paris launched Makeup Genius, a service similar to YouCam that allows customers to try on products and then buy them through an app.
The following year L’Oréal then formed a global partnership with YouCam rival ModiFace to release AR apps for brands such as Urban Decay and L’Oréal Professional.
