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Laure de Carayon, organizer of the ChinaConnect Mornings and
Asmita Dubey, Chief Digital Officer Consumer Products Division at L’Oréal
“It is just the beginning of artificial intelligence applications in beauty,” warns Asmita Dubey, Chief Digital Officer Consumer Products Division at L’Oréal. She delivered a speech at the Mornings organized by ChinaConnect - new morning meetings during which Laure de Carayon, organizer and pioneering researcher, presents the latest digital innovation trends in China.
Since 2015, L’Oréal has been developing applications using facial recognition and virtual reality like Make Up Genius, Vice Lipstick (Urban Decay), and Style My Hair (L’Oréal Professionnel), to make it possible for users, via hundreds of functionalities, to view their faces with different makeup, lipstick, or hair styles, and then buy the products they liked the most. “These applications are highly successful around the world, in particular Style My Hair, which puts hairstylist and customer communities in contact and is present in dozens of countries, including China,” Asmita Dubey explains. The application also localizes the nearest hairdressing salons offering the type of treatments the users chose.
However, in China, it cannot compete with Meitu ( 美图, “beautiful image”), the popular photo processing application that brightens the skin, conceals blemishes, and widens the eyes in accordance with Chinese standards. “Meitu counts 270 million active users per month. In China, everything is in a larger scale,” Asmita Dubey reiterates. This success has triggered new initiatives by people eager to ride the wave of applications dedicated to virtual makeup, beauty tips, and skin diagnosis, like Tmall, Chinese conglomerate Alibaba’s e-commerce website specialized in lifestyle brands. These applications are supported by the mostly mobile use of digital devices in China, which counted 751 million web users in July 2017.Personalized recommendations