L’Oréal, the global leader in beauty, has been at the forefront of the industry for the past 115 years. In 2018, they took a significant leap by embracing the term 'Beauty Tech,' marking a new era that intertwines beauty with cutting-edge technology. This strategic shift highlights L’Oréal’s commitment to leveraging technology to revolutionize the beauty industry, making it more personalized, inclusive, and responsible.
Central to L’Oréal’s digital innovation is their Tech Accelerator department, comprising two key divisions: Services and Solutions. The Services division, which includes ModiFace, leads the world in virtual try-on (VTO) technology. The Solutions division focuses on creating tools to boost efficiency and productivity within L’Oréal. One notable innovation is an AI-powered tool designed to help remove certain ingredients from product formulas without compromising their effectiveness, texture, or scent.
In December 2023, L’Oréal registered a new patent 'MAKEUP VIRTUAL TRY ON METHODS AND APPARATUS'. This advanced system enhances virtual try-on experiences by adjusting makeup effects based on the user’s environment. The technology can process elements like the sclera of an eye to determine a reference hue and adjust makeup colors accordingly. Additionally, it can render glitter effects, offering a highly realistic and personalized virtual makeup experience.
L’Oreal Paris has also introduced innovative tools to help consumers choose the best products for their needs. Their augmented reality try-on tools allow users to preview over 100 shades of makeup and hair colors using their phone or computer camera. Additionally, the AI-powered Skin Genius tool provides tailored skincare routines backed by dermatologists, enabling users to find the most suitable products for their skin type and concerns. They presented some of the new tech solutions at Vivatech 2024.
This move towards virtual try-ons is not just about convenience; it addresses practical issues faced by consumers. In-store makeup samples can be time-consuming and unsanitary. L’Oréal’s augmented reality solutions provide a cleaner, quicker, and more efficient way to explore and experiment with different looks. This technology is not unique to L’Oréal; other cosmetics retailers like Ulta Beauty and Sephora are also leveraging augmented reality and AI to enhance customer experiences and drive sales.
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