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L’Oréal launches virtual app

Screen Shot 2015-03-25 at 9.14.11 AML’Oréal Paris has launched the first of its kind make up app that allows women to virtually try on cosmetics.

Makeup Genius uses facial mapping technology to turn the front facing iPhone and iPad camera into a virtual mirror that allows women to try on products in real time.

Based on technology previously only used in Hollywood and the gaming industry, Makeup Genius allows consumers to scan a L’Oréal Paris product or advertisement to detect a colour match, virtually try on individual products or test out curated looks from expert makeup artists, and share on social media.

Makeup Genion was created at L’Oréal USA’s Connected Beauty Incubator, a new business division based out of L’Oreal’s Research & Innovation labs in Clark, New Jersey, dedicated entirely to technology innovation.

For Makeup Genius, the brand enlisted the Image Metrics, a company known for its advanced facial mapping technology in movies and video games.

“At L’Oréal, our ambition is to offer beauty for all” says Christophe Eymery, head of digital L’Oréal Australia.

“To meet the diversity of the Australian consumer needs, we are offering scientific expertise from our extensive range of products to add value to our consumer’s digitally connected lives,” said Eymery.

“Our ambition for Makeup Genius was to create a game changing digital experience that was on par with the same best in class standards as our product portfolio.

“The Makeup Genius mobile app is the solution to try before you buy that is accessible to women everywhere right at their fingertips,” said Eymery.

Makeup Genius uses a highly-advanced facial mapping algorithm that allows women to try on eye shadow, eyeliners, lip colours, and blushes and play with different looks, all in real time.

Makeup Genius captures 64 facial data points and 100 different facial expressions, making it intuitive enough to discern between the skin of the lips, eyes and other facial contours, allowing the virtual makeup to move with you as you turn your head, change your facial expression and test out new looks at various angles and lighting conditions.

The app also works in more than 400 different lighting conditions and takes into account all ethnicities to ensure the resolution and performance of the makeup including texture, finish and colour are all accurate.

Makeup Genius is available to download from the The App Store for the iPhone, iPad, and an Android version is also available.

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