This solves a big problem for buyers: How to know what makeup will look like without actually buying and trying. This is akin to the sales promotion technique of sampling, except no actual L'Oreal products change hands.
The app is iPad and iPhone ready, downloadable from the iTunes store, starts with a selfie that you can then use as your base when you apply your choice of L'Oreal makeup products virtually. Another option is to have the app show what you would look like in a preset beauty style (such as "smoky eyes").
It has been described as a little like looking into the mirror of your smartphone and seeing yourself with different beauty looks--in effect, a mobile-based "virtual fitting room" for cosmetics. If you like what you see, you can buy through the app or go to a local retailer to pick out products in person.
The concept is clever and appealing to tech-savvy mobile users. Will L'Oreal's slick app give it a marketing edge in the competitive beauty industry?