L’Oréal hit a homerun with the launch of a branded mobile app called Makeup Genius, which uses augmented reality (or, more precisely, mixed reality) and facial tracking technology to let users virtually try on L’Oréal cosmetics and, if happy with the simulated results, order the products right in the app. It utilizes dynamic tracking so that even as users move their heads around, the virtual layer of makeup stays in the right places. The app has been especially successful in China, which brought in 4.7 million of its 14 million total downloads.
What Brands Should Do
In order to reach today’s mobile-first consumers, who are reportedly spending over 85% of their time on smartphones in apps rather than web browsers, it is important for brands to develop apps that offer true value to the consumers and function as new digital touchpoints to engage with the target audience.