L’Oréal has taken a major step forward in its digital transformation with the launch of an AI powered skin diagnostic tool that will allow consumers around the world to diagnose their own skin issues with a simple ‘selfie’.

Created in conjunction with ModiFace, the augmented reality and artificial intelligence company that the French cosmetics giant acquired last year, the new tool uses an A1 alogrithm “trained on” 6000 clinical images from L’Oréal research studies and over 4500 smartphones selfies of women in four different lighting conditions to accurately diagnose skin health.

The first application of the new skin diagnostic is the Vichy SkinConsultAI which has just launched in Canada and will be rolled out on the brand’s websites worldwide later this year.

The SkinConsultAI invites women to take and upload a selfie on Vichy’s website. The tool then detects and analyses seven ageing signs (under-eye wrinkles, lack of firmness, fine lines, lack of radiance, dark spots, deep wrinkles andpores) – and then provides a “personalised skin ageng matrix” outlining their “skin strengths and priorities to act on” as well a tailor made product routine to address the specific skin priorities.

L’Oréal chief digital officer Lubomira Rochet said that “with the acquisition of ModiFace, we have started a second phase of L’Oréal’sdigital transformation, focused on reinventing the beauty experience through technologies such as voice, AR and AI”.

“We believe that services will be the new gateways for discovering our brands and products.

“After virtual make up try on, virtual hair colour try on, online beauty consultations powered by AR, L’Oréaland ModiFace are proud to unveil the first skin care diagnostic authentically powered by AI and science.”

L’Oréal’s purchase of ModiFace last year, its first tech purchase since it was founded in 1909, is part of its digital acceleration strategy to provide its 36 international brands “with the most innovative technologies”.