L’Oréal Launches AR Driven App At Cannes Lions

L’Oréal Launches AR Driven App At Cannes Lions

In the first session hosted on the Lions Innovation stage, L’Oreal’s SVP Open Innovation & Digital Services Esohe Omoruyi hosted an engaging discussion showcasing the beauty giant’s journey of digital transformation.

Joining Omoruyi on the panel were Lubomira Rochet, Chief Digital Officer, L’Oréal and Parham Aarabi, CEO of Modiface –  the first tech company to be acquired by L’Oréal in its 110-year history.

The beauty industry has an interesting digital history. Being one of the first product categories to embrace digital, beauty is now dominating the video content front with over 45 billion video views per year and it’s also the most talked about category by influencers.

Not only has the beauty industry been very open to try out new technology, it is also an ideal category to apply tech at scale.

Perhaps that’s why L’Oreal’s acquisition of AR app maker Modiface is such a smart move.

The opportunities that L’Oréal saw in tech included creating new competitive advantages by having direct connections to customers, new touch points to tell brand stories, new channels for growth and recruitment and access to data to improve marketing.

With e-commerce now worth a cool $2 billion to the beauty giant, embracing digital is also a way it ensures strict ROI.

Touching on one of the tech trends of the moment, AR, L’Oréal gave an exclusive sneak peek of its one-on-one consultation tech which turns the make-up tutorial genre on its head by turning it into a personalised live chat and showcasing make-up virtually.

loreal-acquires-modiface-creators-ar-tech-beauty

The app works in a similar way to FaceTiming your beauty advisors.

The user asks for recommendations which is then demonstrated in a live trial via AR, using a realistic 3D rendering onto the user’s face.

It also offers a product list used in the trial on the same screen and click-to-purchase within the app.

L’Oréal hopes to extend its reach to customers who may not come into the store by making make-up trials simple, personal and fuss-free.

With AR projected to have 1 billion users by 2020, L’Oréal aims to offer its AR experience seamlessly and everywhere.




Please login with linkedin to comment

Cannes Lions L’Oreal

Latest News

Revium Snags Peter Bauld From Deloitte Digital
  • Advertising

Revium Snags Peter Bauld From Deloitte Digital

Revium, a leading full-service digital and AI consultancy, has announced the appointment of Peter Bauld (lead image) as Executive General Manager. Revium is a full-service digital and AI consultancy with over 20 years of experience creating engaging digital experiences for leading organisations and their customers. Bauld joins Revium after an illustrious career spanning over two […]

Veridooh Snatches Prashand Menon From ScentreGroup
  • Advertising

Veridooh Snatches Prashand Menon From ScentreGroup

Out-of-home OOH) and digital media leader Prashand Menon (lead image) has joined OOH ad tech company Veridooh as group business director within NSW and QLD. Menon joins Veridooh from his most recent role as ScentreGroup’s group business director and brings with him more than 10 years of experience in Australian media. Previously, he held positions […]

Kat & Co Transforms Into THE WORLD OF Experiential Agency
  • Advertising

Kat & Co Transforms Into THE WORLD OF Experiential Agency

After more than twelve years of producing experiences for some of the world’s most innovative brands, including Hermes, Van Cleef & Arpels, Louis Vuitton, and Tiffany & Co, Kat & Co has quietly metamorphosed into THE WORLD OF. THE WORLD OF is an experiential agency at the juncture of culture, technology and the human condition. […]

SMG Studio Launches Risk: Global Domination X Dune Part Two
  • Campaigns

SMG Studio Launches Risk: Global Domination X Dune Part Two

Through a licensing agreement with Legendary Entertainment, SMG Studio inked the rights to adapt Dune: Part Two into a game based on Risk: Global Domination, Hasbro’s interactive board game. Inspired by Denis Villeneuve’s cinematic masterpiece, Dune: Part Two, this new digital adaptation, RISK: Global Domination X Dune: Part Two, is poised to captivate players from […]

QMS: Taylor Swift, Lunar New Year & Mardi Gras Were Boon For OOH Market
  • Marketing

QMS: Taylor Swift, Lunar New Year & Mardi Gras Were Boon For OOH Market

Taylor Swift, Lunar New Year and the Sydney Gay and Lesbian Mardi Gras Festival have had a dramatic impact on the number of people moving in and around Sydney over the past month, drawing big crowds into the heart of the city and its surrounding suburbs. New data from digital outdoor company QMS reveals a […]