L’Oréal is making it easier for consumers to discover and test its color cosmetics brands through a global partnership with Perfect Corp.’s YouCam Makeup App. As part of the global collaboration, makeup collections from L’Oréal brands will be integrated into the app, allowing users the opportunity to virtually try-on and learn about the products as well as shop through the app or in-store. The app will also be leveraged at L’Oréal counters and freestanding stores.

“The partnership accelerates on building omnichannel services to enhance the consumer experience at every touchpoint,” said Lubomira Rochet, Chief Digital Officer of L’Oréal. “Virtual make up, livestreaming, augmented reality shopping are key features in a modern beauty journey that mixes online and offline. These services delight our consumers and increase conversion rates for our brands.”

The collaboration kicked off in Japan with the L’Oréal Paris and Yves Saint Laurent brands. The first phase of the partnership began during this year’s Cannes Film Festival, where L’Oréal Paris was the official festival partner and celebrating its 20th anniversary. YouCam showcased 64 AR makeup looks for fans in the US, India, Mexico and Russia through a series of live broadcasts, which incorporated a collection of L’Oréal Paris products that users could try on and purchase through the app. This is not the L’Oréal’s first foray into the augmented reality world.

In 2014, L’Oréal Paris introduced Makeup Genius, a virtual makeup app which allows consumers to try on the brand’s color cosmetics in real time via a virtual mirror. Since its launch the app has been downloaded 20 million times worldwide.