L’Oréal launches Makeup Genius app allowing people to trial products on their phone

L’Oréal Paris is moving into the technology space, launching an app that uses facial mapping technology to turn mobile devices into a ‘mirror’ allowing women to virtually try on makeup in real-time.

Makeup Genius allows users to try on curated looks or products and see how it suits their own face, with the brand aiming for around half a million Australian consumers downloads within its first three months.

Speaking to Mumbrella, L’Oréal Paris marketing director Cameron Woods said the app ties into the beauty company’s overarching mission to “provide beauty for all”.

“With Makeup Genius what we hope to add under the guise of providing beauty for all is very much accessibility in an innovative, technological sense,” he said.