As reported by WWD, the fashion house which specialises in creating conceptual and avant-garde designs, is set to launch its new e-commerce concept with L’Oréal this week.
It is primarily geared to the US market, and the platform will include customization options for the brand’s flagship signature scents.
It taps into the rising demand for personalised beauty - the ability to create or alter products to make them unique to an individual consumer - which is a hot rising trend in the industry.
Spotlight on personalised beauty
New platforms and technologies have been emerging of late, dedicated to the idea that consumers want to fully customise their beauty products.
L’Oréal is one player which has led the charge on this front, with its launch with Viktor & Rolf just the latest step in this field.
Its Lancome brand, for example, was one of the first to launch in-store customisation capabilities, with its Le Teint Particulier foundation product.
It uses a skin analysis consultation algorithm to measure skin tone and develop a closely-matching formula for the consumer’s specific shade.
L’Oréal also leads with personalised marketing and engagement efforts, and has recently announced that its Modiface technology service will be working with Facebook to deliver augmented reality powered make up try-on experiences for users across the world.
The first experience among these will be launched by NYX Professional Makeup during the end of August 2018, with a demo of the experience available here.
“People want new ways to experience products and services and Facebook’s Augmented Reality platform can make that happen today,” says Will Platt-Higgins, VP of Global Account Partnerships at Facebook.
“By bringing AR into the mainstream L’Oréal and Modiface are reshaping the beauty experience and we’re thrilled to see this brought to life on Facebook.”