How L'Oreal uses apps for product marketing

The global cosmetics giant L’Oréal markets dozens of beauty products in the luxury product category (such as Lancôme), professional products (such as Redken), mainstream consumer products (such as Maybelline New York) and active products (such as Vichy).

Now the company is leveraging apps to deliver information and product benefits to consumers and professional customers: 

• Hair Color Genius and Makeup Genius are apps to help consumers try and select the best hair and skin products for the looks they want. Makeup Genius, available for several years, has been downloaded more than 20 million times worldwide.
• Targeting beauty professionals, the company's 'Style my hair' app shows the right products for each hairstyle and situation. Hair professionals select the client's face shape, virtually test cuts and colours, and demonstrate how to get that perfect look.
• Another app for professionals is 'Matrix Academy', a virtual reality simulator that helps professionals learn the latest techniques for contemporary hair styles.
• For consumers, L'Oreal offers a 'My UV Patch' app that works together with its La Roche-Posay sunscreen product, to monitor UV exposure and protect skin.