A new way of putting your slap on; L’Oreal considers ‘Virtual Mirror’ makeover kiosks in store

‘Try before you buy’ has gone virtual. L’Oreal will roll-out in-store virtual kiosks later this month, allowing customers to “try out” hair and beauty products virtually before buying them.

The kiosks use EZface technology, which acts as a ‘Virtual Mirror’, showing users how products would look without having to apply them. The ‘Virtual Mirror Kiosk’ was launched in January 2009 and has already been used by Boots in several of its shops for the retailer’s teenage make-up range, 17.

How does it work?
The EZface Virtual Mirror Kiosk is a laptop-sized screen. The device snaps a headshot of the customer. Then, said customer is invited to scan a product bar code. Hey presto! The beauty product is applied to the face. More than that, it promises to give recommendations suited to each customer.

What is the technology?
Using sophisticated matching algorithms through an intuitive user interface, the technology is an open system and easily integrated into any e-commerce or CRM system (via Retail Touch Points).

According to Marketing Magazine, L’Oréal will be trialling the kiosks later this month, offering products from brands such as Maybelline, ahead of a possible commercial deal. Sources familiar with the technology, a commercial tie-up between Boots, L’Oréal and EZface could lead to the kiosks being rolled out across the UK. L’Oréal declined to comment, while Boots said its trials were ongoing.