MMPR FOCUS: THE MAKEUP GENIUS APP BY L’OREAL

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So here we are again with another technology meets fashion post. This time though, we are focusing on the “app” and how an “app” is supposed to make our fashionista lives better! Before we go into the post and like we said before, we are no tech buffins however we do know that there will be others reading this post and thinking to themselves, “just what exactly is an app? Here goes…

The word “app” is a noun, and it is short for “application.” In January 2011, the American Dialect Society named “app” the word of the year for 2010. That action alone says a lot. Being named word of the year signifies that a term is trendy and growing in popularity.

“Application” in this case refers to a software application — in other words, a software program. But an app is not just any old software program — it is a special type of software program, a self-contained program or piece of software designed to fulfil a particular purpose. An app typically refers to software used on a smartphone or mobile device such as the Android, iPhone, BlackBerry or iPad, as in “mobile app” or “iphone app.”

So we have that part figured out now, let’s delve into the heart of the post.

A few days ago while tweeting, we discovered a post from L’Oreal about a certain Makeup Genius app which lets you experiment with expertly curated looks in a tap. How does it work its mirror magic? By using a snapshot of your face taken on your smartphone or iPad, and carefully applying your selected shadow, rouge or lipstick in all the right places by recognising the difference between the skin on your eyes, lips and face, and with navigation from the L’Oréal Makeup Genius map which points out 64 places on the face. Plus it also works on all ethnicities, allows for 400 lighting situations, and you can tilt your face backwards and forwards as if you’re looking in a mirror…WOW right?!

In a self-service environment, the ability to try a colour before you buy will win the brand big beauty points – and a few less disgruntled customers too. Up until now it’s only when you get home and test your colour wares that you’ll find out if you suit a colour cosmetic, or not. “With this, they can scan the shelf and see the products on them and even move around to see different angles,” one major mass-market retailer told WWD. “It’s all about instant gratification and we provide that [versus online shopping].”

Over in the US, beauty stores will be installing L’Oréal’s Makeup Genius app on what they’re calling digital terminals, so you can try the app before you download that too but the download price is yet to be confirmed.

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We also decided to go hunting and discovered that L’Oreal also has another app available to download on iPhone or Android called the Color Genius. This app allows you to accessorise your makeup with your outfit and according to their description, it is “the mobile app every woman dreams of; a personal stylist for your pocket.”

How does this app work? See below…

1. Snap it: Take a photo of your outfit or chose an existing photo in your albums.
2. In a few seconds, the app selects. 
3. Select it: Choose your look, day or night.
4. Then MATCH, BLEND or CLASH your look according to your mood.
5. Discover your complete look with an on-trend combination of nail polish, lipstick and eye shadows.
6. Share your look on Facebook, Twitter, by text message or by email.

So that’s it…the Holodeck yesterday and today a Makeup Genius app, just what next? Stay tuned!

*excerpts from Telegraph.co.uk & Smallbiztrends.com

Follow us on Twitter/Instagram: @ModeMaisonPR

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