The new beauty consultation service is the latest example of how serious L'Oréal is about AR technology and follows closely on the heels of the company's acquisition of AR beauty platform Modiface in March, marking the first time L'Oréal has acquired a tech company. Perfect Corp.'s YouCam app launched a similar service this year.
A number of beauty brands, including L'Oréal, Covergirl and Coty, have recently ramped up their use of AR tech to encourage virtual trial, while tapping into the popularity of beauty-related content on digital channels.