Brands such as Dove have learned they can connect with consumers by issuing customized emojis. Now, L'Oréal USA has launched Beaumoji, a keyboard of 130 emojis for beauty enthusiasts.
The initiative gives the brand a leg up on social platforms like YouTube, Pinterest, Instagram and Snapchat. The company notes, "L'Oréal's mission was to fill the gap between the growing desire to communicate in new ways about beauty and the visual tools available to best illustrate it."
The emojis join the company's broader technology engagement, which has included the Makeup Genius virtual makeup app and the My UV Patch skin sensor app.
"With Beaumoji, our goal is to provide emojis that beauty enthusiasts crave and speak to their unique passions, lifestyles and personalities."
The keyboard, available on Android and iOS, features characters indulging in beauty experiences and L'Oréal-brand icons, including Urban Decay's beloved Naked palette and Maybelline New York Great Lash mascara. Characters also highlight beauty trends like the ombré lip and pastel hair.
"We know the online conversation around beauty is huge and continuing to spike along with the shorthand language of emojis," said Rachel Weiss, vice president of innovation and entrepreneurship at L'Oréal USA. "We saw an opportunity to provide expressions and tools for our beauty community that reflect the daily conversations we see happening. With Beaumoji, our goal is to provide emojis that beauty enthusiasts crave and speak to their unique passions, lifestyles and personalities."
L'Oréal is running an emoji design contest, inviting consumers to create and submit their own Beaumoji using the hashtag #BeaumojiContest, which will be judged by a panel of beauty influencers. Three winners will receive a trip to New York City for a one-night stay and VIP ticket to Beautycon Festival New York (October 1st), where their Beaumoji will be revealed live on stage.