Estée Lauder Companies launches Voice-Enabled Makeup Assistant to promote beauty inclusivity

12 Jan 2023 --- The Estée Lauder Companies (ELC) UK & Ireland is rolling out a first-of-its-kind, artificial intelligence (AI)-powered mobile app – Voice-Enabled Makeup Assistant (VMA) – to help visually impaired users apply makeup confidently.

“The launch of [VMA] is an important step in our journey toward makeup accessibility for all by removing barriers to engaging with beauty products and services,” says Monica Rastogi, executive director of corporate cultural relevancy and inclusion and diversity at ELC UK & Ireland.

ELC connected with visually impaired consumers while developing the app, taking their expression of a need for empowering the technology into account. The launch is the first iteration of the app, intended to be optimized and improved over the coming months.

Beauty tech
VMA employs a smart mirror technology driven by ELC’s augmented reality (AR) and AI capabilities and was developed using machine learning.

VMA uses voice instruction technologies to assist the user in makeup application – users receive audio feedback and tips on whether their lipstick, eyeshadow or foundation is evenly applied.

ELC’s VMA identifies makeup on a user’s face and assesses the uniformity and boundaries of application and coverage.“Using AI, ELC’s VMA identifies makeup applied on a user’s face and assesses the uniformity and boundaries of application and coverage. VMA identifies any areas on the face that may require a more accurate application and audibly describes where touch-ups may be needed,” the company explains.

ELC aims to support the visually impaired community by further enabling self-expression and self-empowerment through their relationship with makeup.

Driving inclusion
The company reports that in the UK alone, the National Health Service estimates that more than 2 million people are living with sight loss, of whom 340,000 are registered as blind or partially sighted.

The VMA App will initially be available via the Apple App Store and on the company’s website. The Estée Lauder brand in the UK will be the first to adopt and promote this technology.

It is to launch on the Google Play store within the year and across other ELC brands and markets soon.

Future versions of the application will offer expanded services to provide new features, including looks to choose from and makeup education tools to help visually impaired users better utilize ELC’s products and services.

“Technology is a powerful tool to drive inclusion, and we are the first to market with this pioneering app,” says Michael Smith, chief information officer at ELC.

In related news, L’Oréal expanded access to beauty expression by leveraging AR and AI. The beauty giant launched Hapta – a handheld, ultra-precise computerized makeup applicator designed to advance the beauty needs of people with limited hand and arm mobility.

Hapta’s leveling device will be piloted with L’Oréal-owned Lancôme in 2023, first with a lipstick applicator, followed by additional makeup applications in the future. “Beauty tech has enabled us to fulfill this mission in an even more powerful way, revolutionizing how we develop beauty products and services and enabling greater personalization,” said Françoise Lehmann, global brand president at Lancôme.

Edited by Radhika Sikaria

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