L’Oréal shoppers will soon be able to interact with beauty assistants via live video chat enhanced with a layer of augmented reality, as demonstrated at this year’s Cannes Lions International Festival of Creativity.
Launching later this year, the experience means that shoppers using L’Oréal-owned beauty brand NYX’s app, will be able to book live streamed sessions with in-store assistants and receive a one-to-one service similar to what they would get at a physical beauty counter.
AR in this case will enable the assistants to show customers what make-up, such as lipstick or eyeshadow, would look like on their face and recommend products accordingly. That is made possible thanks to the acquisition of AR startup Modiface earlier this year, and is a first indication of what else will follow from the partnership.
Speaking on stage with Modiface founder, Parham Aarabi, L’Oréal’s chief digital officer Lubomira Rochet, said: “What we are doing with those technologies is to really mimic and recreate this really personal relationship you have with a beauty assistant at the counter. She looks at you, understands you, has more (makeup) experience. You get into a really personal conversation so you can have a really personalized recommendation. This is exactly what we want to do with our AR experience.”
Within the experience consumers will be able to purchase products and book upcoming appointments. The service is expected to be rolled out in 65 countries and to other L’Oréal-owned beauty brands, following the launch with NYX.
In a further conversation on stage with YouTube CEO, Susan Wojcicki, Rochet added that the acquisition of Modiface, which is the group’s first in the tech field, was a strategic one as the company truly believes AR and artificial intelligence are the future of the industry.
Rochet also expanded on how a customer-centric strategy is informing everything that the company does – from the aforementioned digital assistant experience, to understanding how beauty fanatics consume content online. This insight informs everything from R&D through to communications accordingly, she explained.
Paying close attention to searches and comments on YouTube videos, for instance, helps better understand what the potential customer’s concerns and beauty goals are when developing product, while from a communications perspective, social listening allows L’Oréal to tailor its language to better relate to how its audience already speaks about its products.