Cosmetics brand L’Oréal Paris this week launched its first line of virtual makeup products.
In an announcement on the company’s website, L’Oréal said its new Signature Faces collection introduces “a whole new experience of modern makeup”.
Described by the business as the first digital makeup line, L’Oréal said that the Signature Faces line would “embraces our new digital lifestyles and creates looks that can only be achieved online”.
L’Oréal’s website goes on to describe the products as “undefined by physical limits, a range that breaks the boundaries of classical makeup to sign your digital look with confidence and audacity”.
L’Oréal points users to Snapcam in order to use the products on video call platforms, and to Snapchat and Instagram to use the looks on the social media apps.
Signature Faces marks another step into digital for the global cosmetics firm.
Back in January this year L’Oréal announced a new AI-powered smart skincare system which analyses user’s skin and environment to create unique personalised skincare products.
Perso, revealed at CES 2020 technology convention, has been developed by L’Oreal’s technology incubator, and uses a four-step process and “AI to optimize the formulas”.
Using the Perso app customers can scan their face and use ModiFace’s technology, which L’Oreal purchased in 2018, to perform a personal skin analysis.