Behind the scenes of the creation of Rouge Sur Mesure Powered by Perso
Interview with Guive Balooch, Global Vice President of L’Oréal’s Technology Incubator
1. What was the starting point of Rouge Sur Mesure?
The development of Rouge Sur Mesure was informed by the L'Oréal Technology Incubator’s successful launches of award-winning products. From this previous work, we knew consumers needed a higher level of personalization with products – especially in the last several years – and we worked tirelessly to perfect the Perso system. Rouge Sur Mesure allows users, for the first time, to have personalized beauty experiences at home.
2. There have been many attempts to personalize beauty products - what makes this invention the real deal?
Rouge Sur Mesure took more than five years to develop, with the work and input from dozens of beauty, technological and innovation experts, and features various technological feats, including a patented motor system, of which I’m particularly proud. This system is located at the top of the device, which moves and compresses the formula from the cartridges at the base of the machine in an upward motion [versus other devices which push it down] to the dispensing tray above for a clean application. It’s a totally unique feature. 3. As a part of your creative process, you started by looking at the needs of the consumer - the YSL woman. How have these needs changed over time?
The beauty industry is rapidly evolving, and we constantly have to be thinking ahead. With Rouge Sur Mesure specifically, a huge challenge was inclusivity and ensuring the device could produce enough shades to meet the myriad skin tones & cultural preferences of consumers. Another challenge was making the experience the most consumer-centric as possible for lipstick lovers that are not necessarily used to using technology. The third challenge was technological: accommodating all types of phones, creating smart packaging that was safe and hygienic, as well as creating a connected system, which dispensed formula up versus down. We successfully worked through these challenges and created a product and system that was truly inclusive with excellent performance.