Beauty & Tech Unite: L’Oreal’s Makeup Genius App
L’Oreal Paris, the largest beauty brand in the world, has been making technologically advanced products for women since the early 20th century. Brand Evolution explains, in 1909 founder Eugene Schueller developed a unique hair dye that didn’t use henna or mineral salts, creating a more subtle color—and women adored the innovation. Since then L’Oreal has been taking over the beauty world one trend at a time, now tackling consumer and purchasing changes with their app Makeup Genius.
Makeup Genius allows shoppers to test out over 500 of L’Oreal’s products from lip sticks and blush to eye shadows and liners. As you use the app like a mirror, you can apply programmed products or curated looks to your face and the makeup follows most facial expressions and changes as you move. The app is well-designed and realistic. Fast Company reports, L’Oreal enlisted the firm from the film The Curious Case of Benjamin Button to develop the app, which explains the uncanny effects.
L’Oreal understands that their customers are not purchasing makeup from the beauty counter anymore and have since invested in the future of how we purchase cosmetics. In the digital age, a classic beauty brand stays on the pulse of user trends and technology.