For the second consecutive year, L’Oréal showcased at Viva Technology, the international show dedicated to digital transformation, innovation and the growth of start-ups, held in mid-June.

During the show, L’Oréal presented its latest connected beauty innovations by five of its brands: Lancôme; Kérastase; L’Oréal Paris; La Roche-Posay and L’Oréal Professionnel.

Under Lancôme, L’Oréal debuted for the first time in Europe Le Teint Particulier Custom Made Foundation, a patented technology that matches an individual’s skin tone to create customized foundation at the point of sale.

Within Kérastase, L’Oréal showcased the brand’s Hair Coach Powered by Withings, the world’s first smart hairbrush, which is designed to rate the quality of hair, monitoring the effects of different hair care routines and providing customized product recommendations.

Visitors to the L’Oréal booth were also able to test out L’Oréal Paris’ all-new, beefed-up version of Makeup Genius, a virtual makeup app based on augmented reality, which has been downloaded 20 million times worldwide, as well as Nail Genius, an app that allows for virtual testing of nail polish. Also on hand was the new version of My UV Patch by La Roche-Posay, the first stretchable skin sensor designed to monitor UV exposure minimizing the frequency of sun burns. Finally, the L’Oréal booth allowed visitors to virtually try a new cut, color or style using the application Style My Hair by L’Oréal Professionnel.

Guive Balooch, Global Vice-President Technology Incubator for L’Oréal Research and Innovation, stopped by the L’Oréal exhibit to speak about the successful technology incubator that helps boost the development of hybrid products focusing on both beauty and technology. He also introduced L’Oréal’s latest connected beauty innovations and gives his insight into the future of beauty.

To view a video of the event, click here.