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Published on : Apr 29, 2015

L’Oreal, the international fame cosmetics giant takes into mobile beauty app to Hong Kong. The app which is called, “Makeup Genius” offers features for customers to test the products of the brand using cellular phones and tablets that work as virtual mirror.

The mobile app is a strong marketing medium for beauty giants such as L’Oreal, the virtual mirror in the app has been successful as it facilitates customers to ‘try’ the cosmetics from the brand.
 
The app that was first launched in Paris last year, has far reached U.S., Europe, and Asia. In Hong Kong, the app gives the opportunity to customers to have a look that is mixed and matched; all they have to do is scan bar codes at checkouts.

As per L’Oreal representatives, the app ‘Makeup Genius’ has already racked 9 million downloads worldwide. The app is recorded to have been downloaded one in every 4.2 minutes through a remote reality experience that aids to personalize products. 

As per analyst at L’Oreal Research and Innovation, it is just the combined knowledge about consumer preferences, science of technologies and colors to analyze facial expressions that has led to the development of an app that gives color-rendering that is extremely realistic in real time only using the camera of an iPhone.

In China and France, the app already has features that facilitate online purchase, but the feature is yet to be available in Hong Kong. 
 
With increasing number of mobile apps centered around beauty products that hit mobile screens of consumers fast and thick, Cosmetics Design speculate if the rapidly evolving mobility will pose opportunity or be a risk for brands.