L’Oréal enters new global partnership to leverage YouCam Makeup potential

By Lucy Whitehouse

- Last updated on GMT

L’Oréal enters new global partnership to leverage YouCam Makeup potential
Ever apparently on the lookout for new ways to maximise on digital beauty, L’Oréal has announced a new partnership to integrate its makeup collections across worldwide brands into YouCam Makeup, an augmented reality app.

Although L’Oréal already uses augmented reality, most notably across its own Makeup Genius app, the partnership with YouCam will allow the beauty giant to reach millions more digital beauty tech users.

This collaboration offers hundreds of millions of beauty lovers the opportunity to virtually experience makeup collections from L’Oréal brands, learn about the products, and shop through the app or instore,​” the companies confirmed in a statement.

The partnership is between L’Oréal and Perfect Corp, the creator of YouCam Makeup.

Efforts so far

According to the companies, the partnership has already seen some successful initiatives.

The two beauty players teamed up initially in Japan, with L’Oréal Paris and Yves Saint-Laurent  - two L’Oréal brands - available for users to interactive with on the platform.

The first major phase of the partnership, though, began during this year’s Cannes Film Festival, the companies note.

“YouCam Makeup and L’Oréal Paris showcased 64 virtual beauty looks for fans in the US, India, Mexico and Russia to try virtually in the app. Each look incorporated a collection of L’Oréal Paris products that users could try on and purchase through the app, delivering a unique red carpet beauty experience using the latest AR technology.”

Omnichannel offering

Lubomira Rochet, Chief Digital Officer of L’Oréal, says the partnership will allow the company to offer its consumers a more complete retail experience.

“The Perfect Corp. L’Oréal partnership accelerates on building omnichannel services to enhance the consumer experience at every touchpoint,​” she explains. “Virtual make up, livestreaming, augmented reality 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.”

“We are delighted to partner with the beauty industry leader L’Oréal to offer a seamless makeover experience that brings brand products to life through AR technology,​” says Perfect Corp. CEO, Alice Chang. “This partnership allows beauty fans around the world to experience L’Oréal products like never before and represents a significant milestone that transforms the way consumers discover, try and buy beauty.”

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