L’Oréal and Perfect Corp announced a global partnership that will integrate makeup collections from L’Oréal brands worldwide in YouCam Makeup, an augmented reality beauty app.
This will allow customers to virtually experience makeup collections from L’Oréal brands, learn about products and shop through the app or in-store. Customers will also be able to leverage the app at L’Oréal counters or in free standing stores and provides them an opportunity to develop their customer journey online to offline.
“The Perfect Corp. L’Oréal partnership accelerates on building omnichannel services to enhance the consumer experience at every touchpoint,” said Lubomira Rochet, Chief Digital Officer of L’Oréal in a release. “Virtual make up, livestreaming, augmented reality shopping are key features in a modern beauty journey that mixes online and offline. These services delight our consumers and increase conversion rates for our brands.”
The partnership started with L’Oréal Paris and Yves Saint Laurent in Japan. The first phase began during this year’s Cannes Film Festival where L’Oréal Paris showcased 64 virtual beauty looks for fans in the U.S., India, Mexico and Russia to try virtually via the app.
Each look incorporated a collection of L’Oréal Paris products that users could try on and purchase through the app.
L’Oréal isn’t the only beauty retailer to dip its toes in the augmented reality game. Makeup and beauty retailer Sephora has virtual artists that provide both augmented and virtual reality experiences so customers can try on new products wherever they are. It has been used by customers millions of times since its launch in early 2016, the company said.