Plenty of brands have launched one-off apps in an attempt to get onboard with the emoji craze, but L'Oréal hopes to make emojis part of a longer-term discussion about beauty trends and culture.
The beauty giant is launching an emoji app called Beaumoji today with 130 custom decals and images it plans to update continuously based on input from consumers.
"We saw that there was a lack of authentic beauty creative within that space that L'Oréal could start to provide, both around our brands and emojis that were missing in the market," said Rachel Weiss, vp of innovation and entrepreneurship at L'Oreal USA.
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