# Personalized Algorithm-Based Cosmetics L'Oreal's SXSW Activation Made Perfectly Matched Foundation By Ell Smith | Published 2018-03-16 | Fashion Source: Trend Hunter, https://www.trendhunter.com/trends/loreals-sxsw References: [adweek](http://www.adweek.com/digital/how-loreal-is-using-tech-to-make-thousands-of-custom-skin-shades/) & [lancome-usa](https://www.lancome-usa.com/custom-foundation.html) Fans of [personalized cosmetics](https://www.trendhunter.com/trends/ai-foundation-finder) may be interested in L'Oreal's SXSW activation, as the beauty brand created custom makeup for its guests, using a unique tech-infused process. This technology was created to ensure that every individual could find their skin's perfect foundation match, as the offerings found in drug store's typically leave a consumer making compromises. To achieve a [perfectly matched color](https://www.trendhunter.com/trends/base-camp-tour), a brand's representative used a handheld machine to assess how light reflected off one's skin. After entering that information into a tablet, an algorithm prompts the machine to select a color, from over 8,000 different shades. Following this, the individual was asked a series of questions regarding their skin's issues. A variety of soothing, nourishing or reparative ingredients, like licorice root or Mulberry extract, were then added into the [personalized shade](https://www.trendhunter.com/trends/maison-m), making for an entirely custom cosmetic. Image Credit: L'Oreal ## Trend Insights (Trend Hunter) - Score: 5.7/10 - Popularity: 82% | Activity: 81% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Fashion](https://www.trendhunter.com/fashion) > [Cosmetics](https://www.trendhunter.com/cosmetics) ## Key Themes ### Why This Trend Is Growing - **Personalized Cosmetics:** The trend of personalized cosmetics is disrupting the beauty industry by offering customized products based on individual needs. - **Tech-infused Beauty:** The integration of technology in beauty products and services presents disruptive innovation opportunities for creating personalized experiences. - **Algorithm-based Solutions:** The use of algorithms in cosmetics allows for precise color matching and the inclusion of specific ingredients, revolutionizing product customization. ### Industries Being Reshaped - **Beauty:** The beauty industry is being transformed by personalized algorithms, enabling customized solutions for consumers. - **Technology:** The integration of technology in the beauty industry opens up new avenues for disruptive innovation in personalized cosmetics. - **Retail:** Retailers can leverage personalized algorithm-based cosmetics to enhance the customer experience and stand out in a competitive market. ## Related on Trend Hunter - [Bespoke K-Beauty Foundations](https://www.trendhunter.com/trends/bespoke-neo.md) - [Personalized Beauty-Tech Systems](https://www.trendhunter.com/trends/maxpace.md) - [Personalized Lip Product Services](https://www.trendhunter.com/trends/sensual-lip-custom-match.md) - [Shade-Matching Makeup Devices](https://www.trendhunter.com/trends/boldhue.md) - [Color-Matching Beauty Devices](https://www.trendhunter.com/trends/boldhue-starter-kit.md) - [Social-First Shade Match Campaigns](https://www.trendhunter.com/trends/find-your-match.md) - [AI-Crafted Hyper Personal Tools](https://www.trendhunter.com/trends/loral-and-metas-ai-hyperpersonalization.md) - [AI-Powered Cosmetic Assistants](https://www.trendhunter.com/trends/beauty-genius.md) - [AI-Powered Foundation Finders](https://www.trendhunter.com/trends/ai-foundation-finder.md)