Online Exclusives

There’s an App for That!

By Nancy Jeffries, Online Editor | May 27, 2014

L’Oréal’s Makeup Genius brings beauty into the Digital Age.

The digital revolution in beauty is alive and well and consumers are in for some fun (and functionality). A new makeup simulator app from L’Oréal, called Makeup Genius, is adding an innovative aspect to the consumer’s experience of makeup options. The app is a kind of makeup mirror, accessed via one’s iPhone or iPad, which allows individuals to play with different cosmetic looks in real time.
“Makeup Genius is a game-changing digital experience that utilizes advanced algorithms, with a front-facing camera, to enable the user to see virtual makeup that moves with you as you change the angle of your face,” explained Marc Speichert, CMO leader, L’Oréal Group. “By incorporating 64 data points on your face, and up to 100 expressions, the app, which utilizes RT Track 64 technology, allows your phone to become your mirror, and the user to become the makeup designer.”
At a May 15th launch at The Glass Houses in New York City, Speichert said that the technology behind Makeup Genius has been used in AAA title games, films and videos, and was a contributing factor in the visual effects featured in the film, “The Curious Case of Benjamin Button.”
Prior to the use of this technology, beauty apps on the market could render colors onto a pre-uploaded static image. The Makeup Genius innovation utilizes advanced facial mapping technology that detects and reproduces facial expressions, allowing for a result that looks like you actually applied makeup; and users can try L’Oréal Paris products and makeup looks curated by a team of makeup designers. One can go Hollywood, with dramatic eyeliner and vibrant shadows, or opt for subtle, natural, or sun-kissed looks. The corresponding products are then available for consumers to purchase.
“With this app, women don’t need a professional makeup artist. They can become their own makeup designer,” explained Makeup Artist Billy B.
 He encouraged everyone at the launch to play with the technology. As a L’Oréal Paris Consulting Celebrity Makeup Artist, Billy B. spent months checking colors, shapes and textures, noting that the app allows consumers to try on different colors and intensities. After testing thousands of products to ensure that they were faithfully reproduced in color, shine, material and light effects, for each texture, product, and makeup type, he enthusiastically concluded that it was all done, “Because you’re worth it.”
The Science Behind the App
According to Guive Balooch, global director of the Connected Beauty Incubator at L’Oréal Research and Innovation, the app may indeed be the beginning of a new augmented reality era in beauty.
“A true revolution comes with the bridge between accurate cutting edge science which enables better product performance and ultimately changes the behavior of our consumers and enhances their lives,” explained Balooch, whose passion is said to lie in the link between bringing new and exciting scientific technology to empower beauty consumers and improve their routines and behaviors.
“The virtual reality experience will be a new and powerful way to enable consumers to try on products, achieve personalization, and ultimately empower consumers around the world, with science, to try on any L’Oréal product with just a click of a button and their smart phone,” she added.
Whether at home or at a store counter, products can be tested and purchased directly from an individual’s smart phone. The three-step system consists of first scanning your face, then scanning the product or products offered in the catalogue, and ultimately wearing the selected makeup look in augmented reality. More than 10 years of research support the creation of the Makeup Genius, which in addition to offering such capabilities as the digitizing of 64 facial points, also captured 400 lighting conditions, multi-ethnic facial recognition and tracking, and has captured 150,000 images. iPhone and iPad versions will be available at the App store in mid-June 2014; with the Android version slated for availability at the end of 2014.

Related End-User Markets:

Related Raw Materials:

blog comments powered by Disqus
  • Testing for Sustainable Preservatives

    Adam P. Byrne, William Michael Hart-Cooper, Kaj Johnson, Larry H. Stanker, Dominic W. S. Wong, William J. Orts||January 4, 2016
    A rapid, inexpensive and qualitative protocol for determining microbial growth inhibition.

  • Burgeoning Beauty

    Burgeoning Beauty

    Melissa Meisel, Associate Editor||January 4, 2016
    A look at trailblazers for 2016 and beyond.

  • It’s All About Teamwork

    It’s All About Teamwork

    Melissa Meisel , Associate Editor||January 4, 2016
    Collaboration was the theme of the Consumer Specialty Products Association 2015 annual meeting.

  • Buy the Sea, Buy the Sea, Buy the Beautiful Sea

    Buy the Sea, Buy the Sea, Buy the Beautiful Sea

    Tom Branna, Editorial Director||February 9, 2016
    Nova Scotia Fisherman makes a boatload of products that contain sea kelp and a raft of natural ingredients.

  • What

    What's on Tap for 2016?

    Nancy Jeffries, Contributing Editor||February 8, 2016
    CEW and NPD present their beauty industry review and preview.

  • Witch

    Witch's Brew: Dickinson's celebrates milestone in 2016

    Christine Esposito, Associate Editor||February 1, 2016
    Dickinson’s celebrates 150 years of witch hazel skin care with the biggest line expansion in the company’s history.

  • From Research to Retail

    Tom Branna, Editorial Director||February 1, 2016
    What began as research on skin disorders led a dermatologist and his father to create their own skin care formulas.

  • 5 Things I Learned

    5 Things I Learned

    January 15, 2016
    The Avon & Women’s Dermatologic Society Mentorship Program. Dr. Sabrina Fabi (left) and Dr. Kimberly Jerdan.

  • Perfect Timing

    Perfect Timing

    Tom Branna, Editorial Director||January 11, 2016
    New ways of collecting data can help cosmetics companies understand what women really want—and when they want it.

  • When a Cosmetic Becomes a Drug

    When a Cosmetic Becomes a Drug

    Jacqueline Sheridan, Dinsmore & Shohl LLP||January 11, 2016
    The unintentional conversion of personal care products through marketing.

  • Africa, Rising

    Africa, Rising

    December 14, 2015
    Savvy marketers should expand their operations on the continent, according to speakers at a WFFC seminar.

  • Color, Your World

    Color, Your World

    December 7, 2015
    A kaleidoscope of concepts was the conversation at a recent NYSCC symposium.

  • A Home of One’s Own

    A Home of One’s Own

    Christine Esposito, Associate Editor||November 23, 2015
    NeoStrata’s Exuviance has opened its first freestanding retail space, complete with on-site skin analysis and express treatment rooms.

  • Hitting a Wall(mart)

    Hitting a Wall(mart)

    November 9, 2015
    Walmart imposes slotting fees and that hurts a lot of Tier 2 and 3 FMCG companies.

  • That’s Quite an Achievement!

    That’s Quite an Achievement!

    Nancy Jeffries, Contributing Editor||November 2, 2015
    The CEW honors seven beauty industry leaders.

  • What

    What's Not to Love?

    Tom Branna, Editorial Director||October 26, 2015
    The sun care category is rife with issues, but there’s a lot to like about it.

  • Sharp Competition

    Sharp Competition

    Christine Esposito, Associate Editor||October 26, 2015 signs a high-profile athlete to promote its growing direct-to-consumer razor and personal care business.

  • About a Boy

    About a Boy

    Christine Esposito, Associate Editor||October 19, 2015
    As a mom, Jenny Cupido wanted to solve her son’s skin issues. Now she’s raising an indie beauty brand too.

  • A Suite Deal

    A Suite Deal

    October 12, 2015
    Image Studios provides an innovative venue for beauty professionals seeking a new way to do business.

  • For Their Own Good

    For Their Own Good

    Christine Esposito, Associate Editor||September 29, 2015
    With a rich heritage and recognized formulation expertise, FC Sturtevant Company is moving into the consumer marketplace.

  • What’s All the ‘Fuzz’ About?

    What’s All the ‘Fuzz’ About?

    Jeremy Kerstetter, Assistant Editor||September 28, 2015
    Lawyer presents the power and versatility of essential oils by adding them to her own handmade dryer balls.

  • A Foothold in Foot Care

    A Foothold in Foot Care

    Christine Esposito, Associate Editor||September 22, 2015
    Treating feet right is the heart and soul of one Brooklyn-based company.

  • A New Kind of Hero

    A New Kind of Hero

    Tom Branna, Editorial Director||September 14, 2015
    An upstart household product company puts a new spin on the idea of home cleaning.

  • SK-II to the Rescue

    SK-II to the Rescue

    September 8, 2015
    A new formula targets microRNA, which a P&G researcher insists plays a key role in skin aging.

  • A Panoramic View

    A Panoramic View

    Jeremy Kerstetter, Assistant Editor||September 7, 2015
    ZSS takes a 360° approach to skin health.

  • It

    It's All in the Delivery

    Jeremy Kerstetter, Associate Editor||August 31, 2015
    AlureVé relies on pharmaceutical technology for its anti-aging skin care line.

  • A Brand of Its Own

    A Brand of Its Own

    Christine Esposito, Associate Editor||August 24, 2015
    Amyris creates its own skin care solution for consumers.

  • Eye on Korea

    Eye on Korea

    August 17, 2015
    At the Personal Care Conference in Shanghai there was distinct emphasis on beauty ideas from Korea.