L’Oréal ups omnichannel strategy by joining YouCam Makeup app

NEW YORK and CLICHY, France — L’Oréal and Perfect, the company behind augmented reality beauty app YouCam Makeup, on Monday announced that the app would be integrating collections from L’Oréal’s brands worldwide through a new partnership. 
L’Oréal said that using the app at L’Oréal counters in-store, coupled with the possibility for beauty shoppers to access the looks through the app, was a way to create a seamless online-to-offline customer journey. 
“The Perfect Corp.-L’Oréal partnership accelerates on building omnichannel services to enhance the consumer experience at every touchpoint,” L’Oréal chief digital officer Lubomira Rochet said. “Virtual make up, live streaming, augmented reality shopping are key features in a modern beauty journey that mixes online and offline. These services delight our consumers and increase conversion rates for our brands.”
Perfect last week shared research from a yearlong study of YouCam Makeup users, which found that app users were 1.6 times more likely than non-users to buy cosmetics, and that overall its users spend 2.7 times more on beauty products than non-users. 
“We are delighted to partner with the beauty industry leader L’Oréal to offer a seamless makeover experience that brings brand products to life through AR technology,” Perfect CEO Alice Chang said. “This partnership allows beauty fans around the world to experience L’Oréal products like never before and represents a significant milestone that transforms the way consumers discover, try and buy beauty.”
The partnership between the two companies began with brands L’Oréal Paris and Yves Saint Laurent in Japan, with the first phase beginning at this year’s Cannes Film Festival. The two companies showcased 64 virtual beauty looks for fans in the United States, India, Mexico and Russia to try in the app. 
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