Givaudan Active Beauty expands its digital capabilities

By Simon Pitman

- Last updated on GMT

Givaudan Active Beauty expands its digital capabilities
As part of its 2020 digital innovation strategy, Givaudan had launched a new educative  beauty app for its Active Beauty division.

Launched earlier this week in the Apple Store and Google Play, the app has been developed as a tool that will be used by experts to share the company advances in scientific expertise with both its customers and consumers worldwide.

The app was developed through a project that involved collaboration with cellular biology experts, scientific communication specialists and digital application designers, resulting in two virtual reality experiences featured in the Active Beauty app.

Skin and hair care virtual reality

The two experiences highlight Active Beauty technology in the skin  and hair care categories, taking users on a 360° virtual reality experience that the developers refer to as an “inspiring and educative discovery journey”.

The app has both 2D and 3D experiences that highlight almost every detail of the complex structure for the human skin and hair, complimented by in depth explanations.

”Digital innovation opens new way of communicating and sharing and this is the way we want to keep on inspiring our customers,”​ said Fabrice Lefèvre, marketing & innovation director.

Simplified but accurate

The development team was faced with the challenges of making the app simple to use and effective as an assessment tool, while also creating an accurate reflection of the complex structures of hair and skin.

“We are really proud to have the Active Beauty application now available on both Apple Store and Google Play,"​ said Célia Goudin, Digital marketing project manager.

“This is the conclusion of a long process, during which everything has been simplified to the maximum, but not made simpler so as to make it as educative, accurate and entertaining as possible on the way skin beauty and hair architecture work.”

L'Oréal creates in-house app

B​ack in June, Cosmetics Design's Deanna Utroske reported about L'Oréal creating its own in-house app. Called Fit Culture App, it is the first of its kind: a global digital tool that introduces new L’Oréal employees to the ins and outs of company culture.

The L’Oréal Fit Culture App is now available to employees free for download in both the Apple Store and the Play Store. And for now is accessible in 10 languages: English, French, Spanish, Arabic, Portuguese, Mandarin, Turkish, Russian, Indonesian, and Italian.

The new onboarding tool is intended “for younger newcomers,” ​according to a media release from L’Oréal.

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