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Maybelline Launches Virtual Make-Up Try-On in ChatGPT

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Maybelline Launches Virtual Make-Up Try-On in ChatGPT

THE WHAT? L’Oréal-owned Maybelline New York has become the first cosmetics brand to introduce real-time virtual make-up try-on within ChatGPT, combining AI-powered product recommendations with digital product testing and retailer discovery.

THE DETAILS The integration uses L’Oréal’s ModiFace technology to allow consumers to receive personalised make-up recommendations and preview products and shades using a live camera or uploaded photograph. Available through the Maybelline app within ChatGPT, the experience covers products across lips, eyes, face and brows. A ‘Where to Buy’ function connects consumers with online retailers and physical stores, linking product discovery with purchasing opportunities. The launch forms part of L’Oréal’s wider collaboration with OpenAI to develop AI-powered consumer experiences and commerce.

THE WHY? The launch signals a shift in cosmetics e-commerce towards conversational AI, where product discovery, virtual testing and retail recommendations are integrated into a single digital experience. For cosmetics brands and retailers, the development introduces new opportunities to influence purchasing decisions through AI-driven recommendations while reducing the steps between product discovery and purchase.



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