Beauty Packaging Staff11.04.20
L’Oréal Paris has launched a "digital makeup line" that works on live video using AR tech. A series of ten new filters, the digital make-up tool enables social media users to try out different looks on Google Duo, Snapchat and Instagram.
"Signature Faces" was created by creative agency Virtue. It works with the Snap Camera in Snapchat, so users can virtually wear the products on live video calls on the platform, as well as on Instagram and Snapchat. L’Oréal Paris is also releasing one “exclusive look” on Google Duo, the first beauty product to be used directly on Google’s video conference system.
There are 10 virtual filters across three themes: “volumizing capsules,” “plump shot” and “fire match,” with which people can experiment with varying makeup textures.
The Signature Faces collection was co-created by Val Garland, a London-based makeup artist and author of Validated—and L’Oréal Paris Global Makeup Director. The L’Oréal Paris global make-up artists also helped, with 3D artists Ariel Lu and Sylvain Gaussens.
See how it works in the video below.
