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L'Oréal launches app "Makeup Genius”

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L'Oréal launches a new virtual makeup app called "Makeup Genius”. The app will allow users to test makeup with thier smartphones. Imagine testing out that new lipstick, eyeliner and eye shadow right from your phone or tablet.

The virtual makeup simulator for L'Oréal Paris "Makeup Genius" works with your camera phone as a mirror allowing user to interactively test out products and then order via the brand’s e-shop.

Users can also bring up others products to test while shopping in a L’Oréal Paris store, by scanning barcodes with their smartphone.

The Makeup Genius app is available in France, the United States and China and will eventually be released in all countries in which L'Oréal Paris is present.

"By combining our knowledge of consumers and the science of colors with technologies for monitoring facial expressions, we have been able to calculate the best possible algorithm capable of producing an extremely realistic color-rendering in real time using just an iPhone camera," says Guive Balooch, who directs the web companies Connected Beauty Incubator, L'Oréal Research & Innovation.

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