In order to establish a stronger bond with younger consumers, popular cosmetics company L’Oréal released an emoji keyboard.
Dubbed as Beaumojis, L’Oréal’s free emoji keyboard contains more than 130 emojis, including iconic L’Oréal brand cosmetics from Urban Decay and Maybelline. Different categories like ‘It Girl’, ‘Pampered Life’, ‘beYOUtiful and ‘Love’, were included in the emoji category.
To generate a more authentic user experience, current beauty trends like pastel hair and lips were included in Beaumojis. Multiple skin tones for men and women emojis were also included to celebrate varied race and sexual orientation.
According to Rachel Weiss, L’Oréal President of Innovation and Entrepreneurship, the influx of emojis from other fashion and beauty brands didn’t worry the company. She believes that their comprehensive innovation can be very helpful.
Weiss added that beauty is all about an individual’s identity and the company wanted to support that by building a language around it.
Beaumoji is part of L’Oréal’s digital strategy. Recently, the company also released a Snapchat filter, a virtual makeup app and a skin sensor app.
The emoji keyboard is available for free in iOS and Android stores.
