This is Genius

We created L’Oréal Makeup Genius to let women virtually try on cosmetics. Hold your smartphone up to your face like a mirror, and the face looking back might have deep red lips and dark eyes for the red carpet, or subtle shades for the office, depending on which products you choose. Even if you move around, the virtual makeup stays in the right places, making it just like looking in a real mirror.

As reported in Vanity Fair: “When L’Oréal Paris launched their Makeup Genius app, they explained, ‘It’s not just virtual—it’s augmented reality.’ Hesitant to jump down the rabbit hole of selfies, I somewhat reluctantly downloaded the app. And I quickly learned that L’Oréal Paris is leading the charge for a new breakthrough in the way we look at beauty, shopping, cosmetic application, and, of course, technology. In short, the app’s last name is Genius for a reason.”

In 2015 McCann captured nine Cannes Lions for L’Oréal Makeup Genius.