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YSL Beauté gets personal with Perso

Katie Nichol
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YSL Beauté gets personal with Perso

© Yves Saint Laurent Beauté

Yves Saint Laurent Rouge Sur Mesure Powered by Perso is the first branded incarnation of the personalized beauty device conceived by L’Oréal’s tech incubator. Launching later this year, its AI technology enables users to create custom lip shades at home from among 5,000 color options.

Tapping into the trend for personalized beauty, YSL Beauté’s custom lip color device allows consumers to create myriad lip shades thanks to an accompanying app powered by L’Oréal-owned ModiFace.

Yves Saint Laurent Rouge Sur Mesure Powered by Perso is the first version of L’Oréal’s Perso to hit the marketpre-orders went live earlier this month. The device features a reworked design that somewhat differs from the prototype presented by the beauty group at CES 2020.

“When we first unveiled the technology it was more at the concept and prototype stage,” Guive Balooch, head of L’Oréal’s tech incubator, explains to Luxe Packaging Insight. “We had three devices, which, while not the final design, showcased our ability to use customized motors to push both highly viscous and more liquid formulas up [through the device].”

To create a custom lip color, the user inserts three color cartridges into the deviceNFC tags are used to indicate the level of product leftand opens the app. She can, for example, virtually try on trends from YSL influencers or photograph her outfit to create a shade that can then be dispensed with just one click. There is also an algorithm that suggests shades based on hair or eye color.

YSL’s device, made by product development company PCH, sports a sleek, luxurious aesthetic with a matte black soft-touch finish. The magnetic compact at the top, featuring leather-like detail and gold YSL logo, is where the formula, once pushed up by the motor, is mixed using a magnetic applicator that can be affixed to the back of the device. The compact can hold up to seven days of lip color; it can be detached and used on-the-go.

In terms of materials, the device and compact are made of polycarbonate. The YSL logo on the top of the compact features a gold ABS UV coating. The recyclable cartridges are in PETGchosen for its formula compatibility propertiesand PC, and were developed in-house at L’Oréal. Balooch says that there is potential to use recycled materials in future, but that these “would have to work”.

A black coffret covered in broussulin paper and hot-stamped in gold houses the device and its USB charger. The box was designed by YSL Beauté.

The device is launching with YSL’s popular Velvet Cream Matte Finish lipstick. Currently, the level of gloss cannot be modified, explains Balooch, although L’Oréal is looking at bringing other finishes to market.

Some four color sets (reds, pinks, oranges and nudes) with three cartridges in each are available, enabling more than 5,000 shades (1,300 per set) to be created. “It’s not about millions and millions or infinite shades, it’s about being able to replicate trends without having to buy a whole tube of lipstick,” says Balooch. Each cartridge contains the equivalent volume of a traditional liquid lipstick, and can last three to four months.

Yves Saint Laurent Rouge Sur Mesure Powered by Perso is currently on pre-order in the US, and will be launched worldwide by September 2021. The device retails at €299, and includes a set of cartridges. After the beta launch an additional set of cartridges will cost €90 this does not represent a cost premium compared to purchasing a traditional YSL liquid lipstick, which retails at around €33-35.

Going forward, L’Oréal plans to launch the device in skincare. Balooch says that this will most likely be a luxury brand with a high concentration of active ingredients. A pilot launch is planned for the end of 2021, with a full launch in 2023. “Our first step is to see how the YSL device is received by consumers, and then we will look at expanding categories,” he explains. “Thanks to the precise dosing mechanism, we are able to dispense different thickness of formulafrom creams to serum to make-upso the potential is very high.”

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