Introduction to L’Oréal and Facebook Collaboration
L’Oréal is partnering with Facebook to develop augmented reality (AR) experiences for its beauty brands. This collaboration goals to enhance the shopper experience and drive up ecommerce sales. The AR experiences can be created by Modiface, L’Oréal’s recently acquired AR entity, and can allow consumers to try on makeup virtually using Facebook’s camera products.
How the Collaboration Will Work
The collaboration will initially be tested on L’Oréal’s NYX Professional Makeup brand at the top of August, before being rolled out across other brands in the approaching months. The AR services will enable consumers to see how beauty trends look on them and select the suitable shade of makeup for his or her skin tone. They will then find a way to click through to purchase the product on L’Oréal’s website.
Benefits of the Collaboration
According to L’Oréal’s chief digital officer, Lubomira Rochet, the collaboration offers the chance to get its brands in front of the greater than 2 billion individuals who use Facebook and offer them latest ways to check out its brands before buying. The AR services will allow consumers to try on makeup virtually, which is a key aspect of elevating and improving the shopper experience.
Ecommerce Growth and Social Commerce
Ecommerce is an increasingly essential growth area for L’Oréal, with the corporate generating greater than €2bn annually from online sales. The company sees social commerce as a key source of latest revenue and believes that Facebook and Instagram have gotten ecommerce platforms. The principal objective for its AR plans is to achieve latest consumers in a "fun, educational and entertaining way", while also driving conversion.
Future Plans and Challenges
While Facebook is the primary major AR collaboration for L’Oréal, there are plans to launch others. However, the corporate is careful about keeping the startup culture of its acquired entities, including Modiface. To ensure its brands profit from the tech, L’Oréal has created an in-house tech arm, called the Digital Service Factory, that acts as an interface between the team in Toronto and the brands in-country.
Data Sharing and Consumer Privacy
The issue of knowledge sharing on Facebook has been delivered to the fore because the Cambridge Analytica scandal. However, L’Oréal says it won’t be receiving any consumer data through the services. Instead, the corporate will find a way to make use of engagement data to see how many individuals have engaged with the AR services, what products and shades they could have tried on, and conversion rates.
Conclusion
In conclusion, the collaboration between L’Oréal and Facebook is an exciting development on the earth of beauty and ecommerce. The use of augmented reality technology has the potential to revolutionize the way in which consumers interact with beauty products and make purchasing decisions. As L’Oréal continues to roll out its AR services across its brands, it’ll be interesting to see how consumers respond and the way the corporate uses the info and insights gathered to drive future growth and innovation.
