Texting has never looked this good! L’Oréal USA launched Beaumoji, an emoji keyboard for the product-obsessed among us, on Thursday, July 7. The cosmetics giant is offering the free keyboard to both iOS and Android users.
L’Oréal USA, which is home to brands like Urban Decay, Yves Saint Laurent Beauté, Maybelline New York, Essie and many more, found inspiration for Beaumoji through digital media. “Social platforms like YouTube, Pinterest, Instagram and Snapchat have completely transformed the way consumers learn about, engage with and relate to the beauty industry,” a release reads. “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.”
And the 130 emojis go way beyond your go-to nail polish and lipstick emojis. They are organized into five categories: It Girl, Pampered Life, Iconic, beYOUtiful and Love. It Girl contains of-the-moment trends, like ombré lips and pastel hair. The Pampered Life set shows characters luxuriating with face masks and cucumber eye treatments. Iconic includes the brand’s bestselling goods, like the Urban Decay Naked Palette. beYOUtiful allows users to tell their own beauty stories, and Love showcases icons that let you show your adoration for the world of beauty.
“We know the online conversation around beauty is huge and continuing to spike along with the shorthand language of emojis. We saw an opportunity to provide expressions and tools for our beauty community that reflect the daily conversations we see happening,” Rachel Weiss, vice president of innovation and entrepreneurship at L’Oréal USA, continued in the release. “With Beaumoji, our goal is to provide emojis that beauty enthusiasts crave and speak to their unique passions, lifestyles and personalities.”
To really get the conversation going, consumers can craft their own emoji to be added to the keyboard. Top beauty influencers will select the winners, who will get the chance to attend BeautyConNY in October.
Tell Us: Will you download Beaumoji?
For access to all our exclusive celebrity videos and interviews – Subscribe on YouTube!