L’Oréal’s latest make-up exists solely online

Global – L'Oréal Paris's virtual make-up products act as hyper-real filters for Zoom, Microsoft Teams, Google Hangouts and social media apps.

Known as Signature Faces, it offers users 10 virtual make-up looks ranging from Plump Shot, a gloss-like sheen for the eyelids and lips, to Fire Match's reddish smoky eye. Available initially on Instagram and Snapchat, users can overlay the Signature Faces filters in real time using cameras on computers and smartphones.

With more people working from home than ever before, the beauty sector is in a state of flux as bold, real-life looks are swapped for less fussy online appearances. The brand hopes that by offering this cosmetics add-on to conferencing applications like Zoom it will introduce ‘a whole new experience of modern make-up’ as a way for consumers to embrace their new digital lifestyles.

In our beauty and wellness macrotrend Recuperative Living we explore how augmented reality (AR) is empowering brands to build and retain crucial connections with customers, while conjuring product desire in the digital realm.