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Trending: How AI is Changing the Beauty Industry

The beauty apps revolutionising the way we shop for cosmetics.

It can be tough finding the perfect shade of lipstick but brands like Sephora and L'Oréal are using cutting edge face simulation technology to allow customers to virtually try on and shop for products straight from their smartphones.

Many beauty brands have successfully mastered key platforms like Snapchat and Instagram, but L’Oréal constantly remains one step ahead of the competition due to its innovative investments in new technology. L’Oréal was the first beauty brand to launch a virtual make up tester - and subsequently saw a number of its rivals follow suit. Hot on L’Oréal's heels was Sephora. The beauty giant partnered with AI company ModiFace to develop new technology at a faster pace. Sephora is just one example of how beauty brands like Avon and Urban Decay are investing in smaller companies to do the work for them in exchange for their beauty know how.

Not only do AI beauty apps encourage customers to test and buy new products, they also help to bridge the gap between beauty education in-store and online. Snapchat filters are perhaps the most popular form of augmented reality but this type of technology is something that industry professionals believe could be the future of beauty. Technology such as this allows brands to not only grow their e-commerce sales but to completely revolutionise their brand experience.

Words by Dan Flay

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