L’Oreal Paris is tapping into tech to give makeup mavens a closer look at its newest launches--minus the messiness of swatching.
Last week the beauty brand unveiled its new Genius Mirror app which uses advanced facial mapping technology to transform your iPhone or iPad front-facing camera into a virtual mirror. It allows makeup mavens to try the hottest beauty looks, customized by top makeup artists, in real time – no photo upload necessary. It also allows you to not only play with the myriad of L’Oreal shades, textures, and intensities, but also allow you to purchase your favorites straight from the app.
Launching May 22nd, the technology took has been used previously in Hollywood (Remember Brad Pitt’s transformation for The Curious Case of Benjamin Button?) and the gaming industry. The mapping algorithm uses 64 facial data points that can detect and recreate facial expressions, making the swatches look like you applied them yourself.
“The key point of distinction of this technology lies in ‘what you see is what you get,’” Guive Balooch, Vice President of the Connected Beauty Incubator at L’Oreal Research and Innovation explained in a statement. “By marrying our knowledge of our consumers and the science of color with the tracking technology, we were able to optimize together the best algorithm for the most realistic real-time rendition of color on the face with the simple front-facing camera of an iPhone.”
Mini makeovers at the snap of a selfie? Sign us up!