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Testing products is a quintessential element of the wonder buying experience. There’s a reason the shelves at Sephora are lined with tester tubes, in spite of everything. But up until recently, the majority of that trying-out experience has occurred in person, in brick and mortar retail locations.
L’Oréal wants to vary that. The beauty giant, which owns a slew of cosmetic, skin and haircare brands, starting from luxury lines like Kiehl’s and Urban Decay to drugstore mainstays like Maybelline and Garnier, has been investing in a digital transformation that may take the in-person experience and convey it online.
In March of last yr, L’Oréal acquired ModiFace, an augmented reality beauty company, which has allowed it to roll out features like virtual makeup and hair color try-ons, in addition to a web based skincare diagnostic, that may help people bring the experience of trying a product onto a screen.
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