L'Oréal turns up ‘phygital’ presence with WeChat launch

Giorgio Armani Beauty products will now be available to virtually try-on via the app

L'Oréal has teamed up with China’s WeChat to launch its first augmented reality make-up try-on app.

Powered by L'Oréal’s ModiFace, the technology will first be applied to Giorgio Armani Beauty’s WeChat shopping site.

The app will allow customers to virtually try-on its colour cosmetic products before buying them.

Shoppers will then be able to save try-on shots, compare before and after images, and share pictures with other WeChat users.

“Tech has changed our lifestyle and shopping habits,” said L'Oréal China’s CEO Fabrice Megarbane.

“The debut of ModiFace’s 3D make-up try-on application on China’s social media, is L'Oréal China’s new milestone under the Group’s vision to be a champion of beauty-tech [...] worldwide.”

He continued: “In China, everyone is longing for unique and personalised beauty.

“This is the biggest differentiator for Chinese consumers.

“With WeChat’s active social network [...] and ModiFace’s innovative technology, we can integrate beauty [deeper] into the lives of more Chinese consumers and help put their dream for customised and unique beauty into reality.”

ModiFace was taken over by the beauty heavyweight in March 2018 and today operates in more than 30 countries worldwide.

Its CEO, Parham Aarabi, said he was “very happy” to work with WeChat on the new project.

“China has the world’s largest community of digital natives and the most dynamic tech innovation ecosystem.

“It is a place of inspiration and opportunity for global innovators.”

China’s demand for beauty

China is currently experiencing a youth revolution, and it's driving the beauty industry.

The fresh demand for efficacy, is not only influencing the high ranking skin care category, but colour cosmetics as well.

At China’s Personal Care and Homecare Ingredients (PCHi) event earlier this year, the country’s influential generation took centre stage, with brands showcasing their techniques on how to cater for its younger consumers.

Read more from the event here.

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