L'Oréal
Signature Faces
L’Oréal Paris
2020
Exploring a new dimension of makeup through AR
In spring 2020, we were approached by VIRTUE in collaboration with L’Oréal Paris to explore a new dimension of interactivity by creating a digital-only makeup line called Signature Faces. By bringing together makeup artistry, digital creativity and AR-technology, we designed a series of artistic, hyper-real virtual looks, ready to be adored and shared with friends and followers.
Signature Faces meets Gen Z where they’re increasingly spending their time; online. From video calls, to live streams and social feeds, the collection of Signature Faces gives people a whole new way of expressing themselves in the digital sphere.
Ambition
By releasing an interactive, digital-only makeup line for people to use and share in their online environments, L’Oréal was committed to push the boundaries of makeup. Our goal was to design and develop a complete series of virtual makeup effects, including products for eyes, lips, and cheeks, with the help of creative AR-technology.
Approach
Through an iterative process of 3D artistry, visual design, and creative development, each virtual makeup effect was created and refined through seamless collaboration between parties. 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.
What we did
Initially inspired by the cyberpunk genre, the virtual effects were created based on digital textures designed in collaboration with famous makeup artist Val Garland and two external 3D artists.
The shape of each effect was created through various methods. From the use of 3D models to a combination of animated textures with alpha masks, rigorous fine tuning was required for the makeup to look amazing on different faces.
Outcome
Pushing the boundaries of make-up, Signature Faces allows you to experiment with the most elevated makeup effects without the commitment of applying real-world products. The artistic, hyper-real effects include products for eyes, lips, and cheeks – comprising a total of 10 virtual looks. Available on Google Duo, Snapchat, and Instagram, Signature Faces offers something for every occasion, giving users a whole new way of expressing themselves in the digital sphere.
