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Beauty brands partner up with technology giants

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Due to the rise of online shopping the cosmetics industry has had to get creative in order to meet modern customer demands. When purchasing and choosing beauty products many like to test and swatch products, they want to know what the product looks like and smells like.

Two successful beauty brands YSL and L’Oreal are targeting the customer needs for real life shopping experience online by working with top technology companies.

YSL have partnered up with Google. In store make-up artists will be using google glass the film make-over that they can email over to customers so they can easily recreate the look at home or on the go. The scheme encourages customers to not only visit stores, interact with make-up artists but also interact with the brand online. The concept is also tapping into the popularity of YouTube make-up tutorials with YSL creating their own more luxurious version of the online trend.

L’Oreal is creating a make-up genius app, working with a team of data scientists from image metrics whose advanced mapping technology is used in the gaming industry and in films such as The Curious Case of Benjamin Button. The app will allow users to virtually try on make-up with their front facing camera transforming into a face mapping mirror. The app can be used on I phones and I pads. The app is currently available on the iOS in the US and France but will be rolled out internationally if proved successful.

It is predicted that 87% of people are expected to be shopping online and 45% via mobile by 2020. This could result in retailers having to work harder to make the in store experience more exciting. With beauty brands YSL and L’Oreal we wonder how long it will be till other brand follow suit.

Published on Friday 10 October by Editorial Assistant

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