COSMETICS
L’Oreal and Facebook team up for virtual make-up tests to drive online sales
In an age of selfies and beauty bloggers, cosmetics firms are investing heavily in online tech
Paris — Maybelline parent L’Oreal is pairing up with Facebook to roll out virtual tests for shoppers to see how they might look with a different lipstick or eye shadow, adding to its push to drive more sales online and through social media networks. Cosmetics firms including L’Oreal rival Estee Lauder and retailers such as LVMH’s Sephora are investing heavily in technology, in an age of selfies and beauty bloggers that has helped shift the industry onto the web. France’s L’Oreal, the world’s biggest cosmetics group, bought Canadian augmented reality and artificial intelligence specialist ModiFace in March. It said on Thursday that the Toronto-based company had teamed up with Facebook to develop augmented reality experiences on the platform for L’Oreal brands. Customers will eventually be able to try on anything from foundation shades to eyebrow shapes and hues, said L’Oreal’s chief digital officer Lubomira Rochet. The virtual tests helped the company clinch sales. "What we’ve seen o...
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