Surge in virtual make-up market makes L’Oréal turn to Google

By Becky Bargh 6-Nov-2020

Through the deal, beauty shoppers can try on make-up from L’Oréal via the search engine and its YouTube channel

Beauty shoppers searching Google will now be able to virtually try on products from brands in L’Oréal’s portfolio as it moves to accelerate its digital partnerships.

The link up will run on technology designed by ModiFace, a beauty AR service acquired by L’Oréal in 2018, and will extend to its YouTube channel.

Users that come across adverts from L’Oréal brands, such as Maybelline and Lancôme, on Google or YouTube will be able to try on the products instantly.

The French group is said to be making up for lost sales caused by the coronavirus pandemic, according to Reuters.

“There’s been an acceleration in all our partnerships due to Covid-19,” said L’Oréal’s digital chief, Lubomira Rochet, in an announcement on Thursday.

L’Oréal’s digital portfolio also includes a try on hair tool, allowing users to test different hair colours before booking an appointment with a hair stylist.

With some of its distribution channels cut off, L’Oréal’s sales fell 4.8% year-on-year in the first quarter.

However, the crisis pushed the group to shift online, moving 70% of its advertising and marketing spending online as the pandemic unfolded.

In response, L’Oréal saw an uptick in e-commerce in areas where it was less developed.

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Latin America’s online sales jumped 300% and in Africa and the Middle East they rose 400%, according to the Financial Times.