8 leading augmented reality innovations for beauty: L’Oréal’s latest efforts

By Lucy Whitehouse

- Last updated on GMT

8 leading augmented reality innovations for beauty: L’Oréal’s latest efforts
L’Oréal has showcased its latest efforts in the area of personalised digital products and services for beauty and personal care.

The beauty giant unveiled its ‘New Beauty Experience’ at Viva Technology Paris 2018 this week, 24-26 May.

The ‘New Beauty Experience’ showcase was split across three areas of daily life – a bathroom, a hair salon and a boutique.

In each area, L’Oréal brands displayed a range of personalized products, connected devices, as well as beauty services fueled by augmented reality and artificial intelligence.

Here, we round up its innovations, which are likely to indicate where beauty is heading when it comes to customisation of products and services.

1. Augmented reality: try-on beauty

For the first time worldwide, L’Oréal showcased its latest AR technology from ModiFace, a beauty tech company recently acquired by L’Oréal.

The new technology allows customers to have a one-to-one live step by step tutorial and coaching with a make-up advisor, virtually try on personalized makeup looks and shop online.

2. Smart mirror for in-store interaction

A smart mirror experience allowed visitors to virtually try on makeup and find makeup looks based on their outfit.

This prototype technology has been designed exclusively for Viva Technology by ModiFace and L’Oréal’s startup partner MemoMi.

3. Virtual hair colour

L’Oréal Professionnel presented a virtual hair color try-on technology based on 3D artificial intelligence that enhances the conversation between hairdressers and consumers for a better salon experience.

4. Digital butler for men

The first of two online shopping innovations from L’Oréal China, a voice guided “butler” developed with L’Oréal Paris’s men cosmetics brand Men Expert was on show.

This tech can provide personalized skin care tips as well as shop for men skin care based on a conversation with the consumer.

5. Virtual mirror direct to online marketplace

The second innovation from L’Oréal Cina, developed for L’Oréal Paris in cooperation with Chinese retailer Alibaba, was a connected voice-enabled mirror that can shop directly on TMall for makeup products based on the looks selected by the consumer.

6. Skin diagnostics & custom response

For the first time in Europe, SkinCeuticals presented Custom D.O.S.E, a technology that allows to create custom-made skin care based on a thorough skin diagnostic made by a dermatologist.

7. Encapsulated shower technology: infuse your water

La Roche-Posay presented a new shower experience concept in development with the French startup Skinjay.

The encapsulated shower technology will enable consumers with sensitive skin to infuse their shower water with the dermatological skin care of La RochePosay.

8. Scalp and hair fiber testing

L’Oréal luxury professional hair care brand Kérastase will present a personal diagnostic for scalp and hair fiber quality, based on combination of a mobile application and a livestream camera.

This technology will enable hair professionals to recommend hair care products most suited for their client.

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