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CANNES, France—Later this year, L’Oreal will roll out a new service: A digital beauty assistant who helps you test products to give you a sense of what would work for your face. Using augmented reality and livestreaming technologies, the company is aiming to extend and digitize its relationship with consumers by bringing the personalized makeup counter experience into your home.
With a demonstration at the Cannes Lions Festival of Creativity, L’Oreal showcased how it will soon allow consumers of its NYX Professional Makeup brand—the first of the company’s brands to try this new approach—to book livestreaming consulting sessions with beauty assistants (likely the ones who work for the brand’s stores already) who would then work with those consumers just as they would at the makeup counter—only digitally.