L'Oréal launches ‘make up testing app’ at Cannes festival

By Lucy Whitehouse

- Last updated on GMT

L'Oréal launches ‘make up testing app’ at Cannes festival
With its red carpets pushing fashion and cosmetics products under the public gaze alongside the films, the Cannes films festival is a savvy choice for the launch of Paris-based L'Oréal’s latest beauty app. 

The official make up sponsor of the event, L'Oréal has taken the opportunity of this year’s annual film festival on the Mediterranean coast to unveil ‘Makeup Genuis’, which the brand describes as "the first connected beauty digital innovation​".

The mobile platform apparently allows consumers to ‘try on’ the brand’s cosmetics before buying them, via the use of the camera on the front of smart phones and tablets.

The app sets up a virtual mirror, and allows consumers to see an impression of what they might look like with products from the beauty brand’s ranges applied on their faces.

The free app will be soon available to download worldwide.

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