The rise of online shopping has transformed the way we buy everything from groceries to clothes, but when it comes to cosmetics online shopping has hit the buffers. This is because consumers still want the same ‘real-life’ experience online as they do in-store – they want to know what a product will look like, or smell like, in order to make a decision.
With 87 per cent of people expected to be shopping online and 45 per cent via mobile phones by 2020, cosmetics companies need to use the most advanced technology available to introduce products to digital consumers. Recent research from the Future Foundation found that “in-store experience needs to work ever harder to excite and ‘close the deal’ while the customer is on site”.
Now two L’Oréal brands have launched partnerships with technology companies to allow customers to use the latest technology to help the ‘trial’ cosmetics before they buy. YSL has partnered with Google to enable make-up artists to show customers how to apply their make-up via digital technology, while L’Oréal Paris has launched a ‘Make-up Genius App’ to allow customers to see how make-up will look on their face prior to them buying it.
Both of these initatives are designed to enhance the process of buying cosmetics, allowing customers to experience products in a way that previously wasn’t possible. Rather than attempting to replace the experience of trying on make-up in store, it adds a new dimension for people who want to try a new look.
Created by L’oréal in the US, Makeup Genius is a magnificence application that uses facial mapping engineering to change your iphone or ipad’s front-confronting cam into a virtual mirror where you can ‘attempt on’ L’oreal Paris items – including eyeliner and lipstick – continuously.
The application catches 64 information focuses all over, making it instinctive enough to perceive between the skin of the lips, eyes and other facial forms. This implies the virtual cosmetics moves with you as you turn your head, change your outward appearance and test out new takes a gander at different edges and lighting conditions.
L’oréal worked with the group of information researchers from Image Metrics – whose progressed facial mapping innovation was utilized as a part of the film The Curious Case of Benjamin Button – to join a facial mapping calculation, which up until this point has just been utilized within Hollywood and in the gaming business.
The organization’s exploration group tried 400 lighting conditions and caught 180,000 pictures of cosmetics application on a cluster of photography gadgets to verify that ‘what you see is the thing that you get’ for ladies of all skin tones, and for exactness in both characteristic and fake light and at any edge.
“We tried the calculation on five distinctive ethnic gatherings that we picked deliberately to go from light to extremely dull skin, and that helped us adjust the calculation to the lighting conditions as well as to the tone of the skin of the individual that is utilizing the telephone,” said Guive Balooch, executive of L’oréal’s ‘Joined Beauty’ hatchery in California and maker of the Makeup Genius application.
Cosmetics Genius additionally permits shoppers to output a L’oréal Paris item to catch a color match, practically attempt on individual items or test out curated looks from L’oréal Paris master cosmetics craftsmen, and offer with loved ones on social networking.
The application is presently just accessible on ios in the US and France, however L’oréal would like to move it out globally over the world
An alternate L’oréal brand, YSL, has as of late dispatched an organization with Google Glass to permit cosmetics craftsmen to catch cosmetics sessions on feature from a subjective perspective and exhibit application procedures.
The thought is that YSL cosmetics specialists in retail chains will utilize Google Glass to film makeover sessions with clients. At the end of the session, they can email the feature to the client’s close to home record, alongside “before” and “after” shots.
The client can then replay the feature at home and mimick the cosmetics craftsman’s procedures to reproduce the makeover look. They can likewise see a rundown of the items that the cosmetics craftsman utilized, and request them online by means of YSL’s online store.
“We used to say that extravagance is more than item, its administration. Yet this is even past that – its customized administration. The feature is a blessing for the client. It’s an exceptionally shopper driven methodology,” said Stephan Bezy, worldwide general chief for YSL.
“Google Glass is such handy instrument in light of the fact that it leaves the cosmetics craftsmen’s hands free. It’s extremely agreeable and simple to wear; it looks cool on the grounds that the configuration is extraordinary; and for the client at the end, the feature has an incredible quality as well.”
YSL cosmetics craftsmen will begin utilizing Google Glass as a part of retail chains around the globe, incorporating Selfridges in the UK, from mid-October. The organization said that, and in addition enhancing the experience for existing clients, the customized excercises ought to help to pull in another era of more youthful ladies to the brand
Oct 07, 2014 1