L'Oréal’s ‘Makeup Genius’ app, which uses advanced facial detection to virtually apply makeup in real time, has proved to be a hit. Recognizing the further potential, L'Oréal Paris has investing in its development by entering into an exclusive partnership with US-based Image Metrics, the augmented reality company behind the project.
 
Originally launched in 2014, Makeup Genius works as a mirror, using technology to allow users to apply makeup virtually and in real-time. By monitoring each user's unique facial features, it allows people to try out different products and share the results on social media prior to purchasing. The app, which provides access to the brand's extensive catalogue of products, claims almost 20 million users worldwide.
 
According to L'Oréal, the partnership deal will mean the beauty brand gets exclusive use of the technology behind the app. This will enable the development of new features and the addition of new products and functionalities.