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EXCLUSIVE: L’Oréal and Perfect Corp. Reveal Worldwide Partnership

Color cosmetics collections from all the beauty giant’s brands will be integrated in the YouCam Makeup app using augmented reality.

PARIS — In keeping with its quest of bringing beauty to all, L’Oréal and Perfect Corp. have revealed a partnership integrating the color cosmetics collections from all the beauty giant’s brands worldwide in the YouCam Makeup application, which uses augmented reality.

“We were really impressed by the ecosystem of apps they were building, with the amazing technical capacities they had and the amazing social environment they created,” Lubomira Rochet, chief digital officer of L’Oréal, told WWD. She explained that today, hundreds of millions of people are using the suite of apps, which also includes YouCam Perfect, YouCam Fun and YouCam Nails.

Through the collaboration, people can virtually try out the French beauty giant’s color cosmetics brands, learn about the products and shop through the app or in store.

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“We believe that it is an amazing source of visibility for our brands, especially our makeup brands,” continued Rochet, adding it’s a chance, as well, to create a personalized relationships with YouCam members and users.

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According to Rochet, YouCam apps have numerous points of difference, such as their powerful augmented reality technology; the rapid pace at which they’re being given new functionalities — from filters to live-streaming today and, in the future, AR-powered shopping, for instance.

The partnership helps L’Oréal continue building omnichannel experiences. “We know that services are a big part of those journeys,” explained the executive. “So we really want to invest in those services in each and every relevant touch point — essentially online and in stores.

“We know that with those types of experiences, the conversion rates and the buying rates increase a lot,” said Rochet.

“The partnership will continue to deliver breakthrough activations similar to what we did during this year’s Cannes Film Festival, where YouCam Makeup and L’Oréal Paris showcased 64 virtual beauty looks for fans in the U.S., India, Mexico and Russia to try virtually in the app,” said Alice Chang, chief executive officer of Perfect Corp. “Each look incorporated a collection of L’Oréal Paris products that users could try on and purchase through the app, delivering a unique red-carpet beauty experience and using the latest AR technology.

“With over 450 million downloads, YouCam apps reach key Millennial beauty lovers and empowers them on their beauty journey,” she continued.

Using YouCam.
Using the YouCam Makeup app. Courtesy Photo

The L’Oréal-Perfect Corp. partnership began with L’Oréal Paris and Yves Saint Laurent in Japan.

Speaking of YouCam, Rochet said: “They’re really strong in countries like India, Russia, the U.S., Europe and Brazil, so it’s super interesting because it really started from Asia, from the very specific ecosystem of mobile-first types of counties. And today, it is expanding everywhere. I think it’s fantastic in our mission of bringing beauty to all.

“For us it is really a great way of staying on the edge of the beauty experience everywhere,” she said.