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L’Oréal Takes An Expensive Flier On Virtual Reality Technology

June 16, 2017: 12:00 AM EST
L’Oréal’s Beauty Lab (left), located at the company’s year-old west-side Manhattan headquarters, serves as an experimental virtual reality center to explore a technology some industry observers call “the next frontier of fashion and beauty.” Though virtual reality has taken baby steps in fashion and cosmetics, it has yet to make significant inroads, and has had almost no impact on sales. Skeptics note that researchers aren’t even sure what to do with test data that are collected. L’Oréal, however, has invested a lot of money in its VR glasses, floor-to-ceiling VR screen, and additional 3-D modeling screens. Not so much to wow consumers, but to advance and enhance internal research.
Hilary Milnes , "How L’Oreal uses virtual reality to make internal decisions at its New York HQ", Digiday, June 16, 2017, © Digiday Media
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