L’Oreal Partners with Facebook

The L’Oréal group continues its digitization. The French cosmetics giant will set up augmented reality fitting experiments for nearly a dozen of its brands. They will use Facebook’s augmented reality platform and will eventually be available on Instagram.

L’Oréal continues its momentum in augmented reality by announcing a partnership with Facebook. The French group, world leader in cosmetics, revealed on August 9 that it will produce experiments on the platform “Camera Effects” of the social network for its brands Maybelline, L’Oreal Paris, NYX Professional Makeup, Lancome, Giorgio Armani Yves Saint Laurent, Urban Decay and Shu Uemura. NYX will be the first served with a launch scheduled for late August 2018.

These experiments will use virtual fitting technology from ModiFace, a Canadian nugget that L’Oréal bought back in March. Customers will be able to virtually test different types of lipsticks, foundations or eye shadow.

This partnership with Facebook is not surprising. The company of Mark Zuckerberg is undoubtedly the American technological giant to have invested the most in technologies of virtual and augmented reality. The brands Sephora and Michael Kors have been advertising augmented reality on Facebook since July.

But above all, Facebook has Instagram, fashionista’s popular social network, and on which L’Oréal’s AR experiences will eventually be available. Lastly, L’Oréal is now relying heavily on social networks to develop its online sales, which represented 9.5% of its total sales in the first half of 2018. Online virtual fitting is the logical follow-up to this digitalisation strategy.