L’Oréal’s AI-powered Perso aims to personalize skin care, makeup

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L’Oréal’s AI-powered Perso aims to personalize skin care, makeup

By Gisselle Gaitan - 01/07/2020

L’Oréal is aiming to streamline a four-step process that delivers on-the-spot skin care and cosmetic formulas that are personalized.

"Building on our deep scientific heritage and leadership in innovation, L'Oréal is once again leveraging advanced technology to create smart beauty products and services that answer the needs of our consumers and offer them near-limitless personalization and precision," Nicolas Hieronimus, L'Oréal's deputy chief executive officer said. "We are committed to making L'Oréal the leader in beauty tech — and Perso is the next step in that exciting journey."

To do so, the company unveiled Perso, an AI-powered at-home system that creates personalized skin care formulas and will create custom formulas for lipstick and foundation at a later date, the brand said.

"L'Oréal is one of the most trusted names in beauty, and with Perso, we are putting personalized technology directly into the hands of our consumers," Guive Balooch, the head of L'Oréal's Technology Incubator said. "We know that customization relies on information about your unique skin and personal preferences as well as your environment; this technology accounts for that. Perso uses AI to optimize the formulas and actually gets smarter as you use it."

Perso creates personalized skin care formulas by having the user’s overall skin condition, including deep wrinkles, fine lines, the appearance of dark spots and pore visibility, be analyzed via its mobile app.

Then, by using Breezometer’s geolocation data, Perso is able to assess the local environment of the user, including such conditions as weather, temperature, pollen, UV index and humidity, which can influence the state of the user’s skin.

After the first two steps are completed, users are then prompted to enter their personal skin care concerns into the app, as well as preferred texture and hydration levels to customize their unique formula of moisturizer, serum and under-eye cream.

Once all the data has been input, a personalized blend of skin care products that are portioned, single dose at the top of the device for easy application, are created. The technology also adjusts for morning and evening application, and features a detachable mirrored top that offers the option of taking a single or larger dose, the company said.

Perso will be launched in partnership with a L’Oréal skin care brand in 2021.