The rise of AI and augmented reality is now redefining the beauty experience and, more broadly, digital luxury practices. With its first make-up line launched in August 2025, Louis Vuitton is fully in line with this dynamic by unveiling a new-generation virtual fitting device.

Louis Vuitton and the new era of augmented make-up

Louis Vuitton's arrival on the beauty market was eagerly awaited, and the House chose to mark the launch with a digital experience that lived up to its positioning. Conceived in collaboration with Perfect Corp, the virtual fitting solution frees itself from traditional superimposed filters to follow the natural movements of the lips and render a more organic look. Users can compare two shades simultaneously, while a dedicated algorithm analyzes facial colorimetry to suggest the most appropriate shades. Available in 33 countries, the tool illustrates the desire of luxury brands to offer a more immersive, precise and personalized experience.

The strategic impact of AI on the beauty experience

This kind of innovation does more than just improve product visualization: it profoundly transforms the economics of the digital experience. For a fashion house like Louis Vuitton, virtual fitting becomes a means of strengthening the emotional bond with the customer by reproducing, at a distance, an intimate and personal gesture such as applying lipstick. By streamlining interaction, AI contributes to a more coherent and refined digital aesthetic, perfectly aligned with the House's visual codes.

In this fast-changing ecosystem, AI virtual mannequins play a key role: they enable us to create consistent visuals across all phototypes, develop more inclusive campaigns and imagine content adapted to the multiple formats of e-commerce. For brands, they become a strategic tool for reconciling creativity, performance and precision.

A dynamic that is redefining the codes of digital luxury

Beauty tech is now establishing itself as a space for experimentation, where technology doesn't replace aesthetics, but rather amplifies them. The ability to personalize, compare, try on and project opens the way to new forms of visual storytelling. Users are no longer simply spectators: they become actors in the product. For Louis Vuitton, this technological shift reinforces the coherence of its universe, where every detail - even digital - contributes to the overall experience.

Artcare is already supporting these transformations with R&D solutions based on AI virtual mannequins, capable of adapting to any campaign, any morphology and any style. AI thus becomes an identity lever as much as a creative tool.

The strategic role of AI virtual dummies and generative AI

The success of this type of tool is a clear sign: the future of beauty and fashion will involve AI.
At Artcare, we're supporting this transformation with AI virtual mannequins, enabling :

depicting faces of varying morphologies,
easily integrate make-up shades across multiple phototypes,
create beauty campaigns without physical shoots,
customize avatars to reflect genuine diversity.

Combined with virtual try it on, these virtual mannequins become powerful creative supports: each user can project themselves realistically, while reinforcing visual consistency and brand identity. This combination sets a new standard for IA e-commerce, where brands are looking to reduce production costs, increase creative speed and offer a richer experience.

Conclusion

The virtual fitting developed by Louis Vuitton marks a milestone in the encounter between beauty, couture and digital innovation. By reinventing the way people interact with a product, the House is paving the way for a new generation of immersive experiences that redefine industry standards.
At Artcare, we deeply believe in this future where AI, aesthetics and innovation coexist to enrich brand creativity.

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Louis Vuitton explores new AR options for its Beauty range