L’Oréal Paris has launched a digital make-up line that works on live video using AR tech. The digital make-up tool to enable social media users to try out different looks on Google Duo, Snapchat and Instagram. This new service has been designed to respond to the ongoing challenges of the make-up industry, which heavily relies on users testing the products in person to ensure the colour match. This hasn’t been possible since the first lockdown, leading to a drop-in revenue in the beauty sector – which could lose 30% of its yearly revenue by the end of the year. “Signature Faces” 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.

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