L'Oreal Partners Google As Coronavirus Spurs Virtual Make-up Shift
Technology is rapidly evolving, opening up a new world of possibilities. In a move to get sales level back to normal and adapt to the new normal, French cosmetic powerhouse L’Oreal has recently partnered with technology giants, Google.
With the new partnership, people searching Google for cosmetics products now have the option of trying them out virtually.
In 2008, L’Oreal acquired a Canadian augmented reality specialist ModiFace, which is the technology relied on by Google to ensure the smooth implementation of the virtual make-up. The virtual make-up also extends to YouTube, which is one of the go-to sites for cosmetics users who often seek out make-up tutorials online.
It’s also quite easy to try out this new feature. Those seeking lipsticks or eye shadows by L'Oreal brands, which include Lancome and Urban Decay, and who come across their adverts on Google or YouTube can try them online.
L'Oreal, which already had a ModiFace partnership with social media site Facebook, has seen the usage of virtual make-up tools rise fivefold during COVID-19 lockdowns this year, and the conversion rate from an advert to purchase was three times higher with the try-on, Rochet said.
According to L’Oreal’s digital chief Lubomira Rochet, the company is speeding up its web initiatives as a result of the pandemic and are constantly seeking to improve its online presence, which will be a key factor in doing business in the midst of a pandemic and perhaps subsequent lockdowns.
- date publishedJanuary 22, 2021
- original sourceFashion Network↗