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Brief Published: 15 Mar 2018

SXSW: L’Oreal Showcases Custom Foundation

L'Oreal at South by Southwest

L’Oreal showcased a standout piece of beauty tech at South by Southwest (SXSW) in Austin, Texas (March 9-18). The cosmetics giant’s Innovation Lab developed a dispenser that can create 8,000 bespoke blends of foundation.

Le Teint Particulier (LTP) uses artificial intelligence to formulate foundation tailored specifically to the user. An analyser comes into contact with three points on the user’s face at a short distance, so light is prevented from disrupting the colour-matching process. The data is picked up by an algorithm, which maps out the levels of cyan, magenta and yellow that are present to identify the customer’s skin tone. Before the machine blends and dispenses the precise shade, users can select the desired coverage and finish.

LTP was originally developed for L’Oreal’s colour cosmetics brand Lancôme in 2016, debuting exclusively at luxury US department store chain Nordstrom. L’Oreal shared the technology at SXSW because LTP is still the most advanced custom-blend foundation machine in the world – offering more shades than a supply chain could produce.

Shrewd brands such as Fenty Beauty  and Huda Beauty have acknowledged the diversity of their consumer bases by launching foundation ranges of up to 40 shades, but L’Oreal’s device taps into a more valuable strategy – complexion colour matching. In 2017, Pinterest data revealed saves for complexion colour matching rose to a whopping 378% on the image-pinning platform, confirming the consumer desire for this bespoke offering.

For more on personalisation, tech and inclusivity in the beauty category, see Future Beauty: Perfecting Bespoke, E-Beauty: Digital Device Boom and Inclusive Beauty: 5 Key Lessons