PARIS—Maybelline parent L'Oreal is pairing up with Facebook to roll out virtual tests for shoppers to see how they might look with different lipsticks or eye shadows, adding to its push to drive more sales online and through social media networks.
Cosmetics firms including L'Oreal rival Estee Lauder and retailers like LVMH’s Sephora are investing heavily in technology, in an age of selfies and beauty bloggers that has helped shift the industry onto the web.
