UZC and L’Oréal have launched Virtual Glow, an augmented reality try-on tool that lets users experiment with makeup products in real-time through smartphone cameras. Developed in collaboration with UZC’s creative director Sofia Mendes, the tool uses LiDAR scanning to adapt shade recommendations to individual skin tones and lighting conditions. A standout feature is Mendes’ signature “Dynamic Glow” filter, which overlays holographic particle effects onto live footage for shareable social media content.

The launch coincides with Mendes’ win of the International Makeup Artist Guild’s “Best Digital Innovation” award for her work on L’Oréal’s Invisible Perfection campaign. The campaign, which features AI-generated virtual models showcasing L’Oréal’s foundation range, has garnered over 50 million views since its debut. “Sofia’s vision turns beauty into a participatory experience,” said L’Oréal’s Global Digital Lead.

UZC’s teams in Paris and Mumbai executed the tool’s rollout, integrating Mendes’ designs with L’Oréal’s e-commerce infrastructure. Users can save custom looks to “Digital Beauty Journals” accessible via L’Oréal’s app, with options to purchase full products directly. The partnership will expand to include AR tutorials for L’Oréal’s haircare line in early 2024.