l’oréal paris | signature faces
In a time where most of our social interactions are happening digitally, we wondered, why only be limited to the possibilities of make in a physical world? We created L’Oréal Paris’s first digital make-up line enabling our audience to express themselves freely in their video-calls.
Working together with the L’Oréal Paris Global make-up and product teams, famed L’Oréal Paris Global Make-up Artist Val Garland and 3D artists Ariel Lu and Sylvain Gaussens, we created ten looks to play with. We launched one exclusive look on Google Duo, making it the first beauty brand to be implemented directly into Google's video conference system. The full collection is made available through Snap Camera, enabling users to activate and wear the digital looks on any of their desired video chat services and even on Instagram and Snapchat.
Where conventional make-up lenses follow a capture-and-post format and always have a ‘joke/gag’ context, Signature Faces was the first digital make-up product that could be used practically and instantly on live video calls. Taking the first steps to a bigger online beauty case.
We gained 10 million users in the first two weeks, gained countless media exposure. See what Vogue, R29, TechCrunch or VanityFair have to say about it.
TLDR: We created L’Oréal Paris’s first digital make up line for videocall platforms.
Case video.
Teaser.
THE LOOKS
The SIGNATURE FACES filters are captured within three themes – VOLUMIZING CAPSULES, PLUMP SHOT, and FIRE MATCH – comprising a total of 10 virtual filters, available only in the digital space. Users can play around with the innovative, digital textures, whose unique design means they move with the face on the screen, for an exhilarating, hyper-real look.
THE PROCESS
Through an iterative process of 3D artistry, visual design, and creative development, each virtual makeup effect was created and refined through seamless collaboration between the L’Oréal Paris product teams, the Adventure Club development teams, the 3D artists and VIRTUE Creatives. The visual AR software allowed us to try out and evaluate prototypes in their true environments, such as video calls, further enhancing our remote collaboration process.
Explore the looks below.
