Makeup Genius

A virtual makeover

by L'Oréal Paris

See the full experience

The Story

When it comes to makeup, most potential customers prefer to try before they buy. But the ability to test products isn't as likely when you're perusing the aisles of a drugstore. Recognizing this, L'Oréal wanted to revolutionize the makeup shopping experience by creating Makeup Genius. The iOS app lets consumers scan their own features, browse a catalog and then virtually apply makeup before making a purchase. Consumers can also scan product barcodes in-store to test those items with the app.

  • Makeup Genius

To bring Makeup Genius to life, L'Oréal worked with Image Metrics, a company that creates facial recognition software for video games and movies. With this technology, a mobile device's front-facing camera becomes a virtual mirror. The app captures 64 data points on the face, allowing it to discern between the skin on the lips and skin on the face. The technology is also able to recognize other facial contours. If a consumer finds a product she likes, she can save it to her phone's camera roll. The app also gives the option to share the new look with friends on Twitter and Facebook.

The Technology

  • iOS
  • Twitter
  • Facebook
  • Facial Recognition

The Results

Launch date: June 18, 2014

The app held the #1 spot in App Store's lifestyle category for four weeks after its launch and has been shared more than 495K times.


Million downloads


Product Views

The Team

L'Oréal Paris
  • Chris Chesebro, AVP, Digital Marketing

  • Amy Whang, VP, Cosmetics Marketing

  • Michelle Pegg, Senior Manager, Cosmetics Marketing

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