L'Oréal Announces Live-Streamed AR Beauty Assistants
Blurring the line between physical and digital retail is high on many retailers’ agendas. L’Oreal has announced a digital advice tool that plans to engage consumers seeking the convenience of shopping from a mobile device while also receiving a personalised experience.
The digital tool is powered by augmented reality (AR) and live-streaming technology, and connects shoppers with beauty experts through live video chat. This allows users to receive real-time, one-to-one tutorials from home.
Consumers can book live consultations with beauty assistants via video chat, bringing the traditionally exclusive in-store experience to shoppers’ mobile phones. The AR and advanced facial recognition technology enables beauty experts to show customers how products would look on them, demonstrate application techniques and explain product benefits – all while tailoring the advice to consumers’ specific beauty needs. Customers can then purchase the recommended products directly through the app.
The platform reaches the very heights of convenient and conversational shopping, providing a make-up store experience that can be easily completed from home with the touch of a button. Stylus retail expert Stefanie Dorfer says the AR technology – provided by L'Oréal-owned facial recognition software company ModiFace – “will break down the silos of digital and physical retail, finally blending the best of the two worlds”.
The platform will launch later this year via L'Oréal’s sub-brand NYX, and is expected to be rolled out in 65 countries. For more on live and interactive mobile beauty advice, see Estée Lauder x Google: Voice-Activated Beauty, Interactive & Shoppable: Live-Video Shopping Platform, and Facebook x Rimmel: Voice-Activated Make-Up App.