Success Case Study: LOréal Makeup Genius App
Success Case Study: LOréal Makeup Genius App - How LOréals strategy of personalizing the consumption experience empowers digital consumers Summary: LOréal Makeup Genius app became a hit among Chinese consumers, garnering millions of downloads shortly after its launch. The app played a significant role in driving demand for LOréal in the Chinese market. LOréal’s app is a trendsetter, paving the way for similar apps in other cosmetic sectors such as hair care and skincare. In 2014, French cosmetic company, LOréal launched the Makeup Genius app, which uses augmented reality technology to allow users to "virtually" apply LOréal make-up products to a digital image of themselves. This allows users to see how different shades and mixes would look on them. Once consumers make a choice, the app directs them to online marketplaces to complete the purchase. LOréal Makeup Genius app also recommends to consumers products that can suit their needs and personalities. ...