Digiday reports: “The L’Oréal Beauty Lab, as it’s referred to internally, is stacked with virtual reality glasses and installed with a VR screen that occupies a full floor-to-ceiling space on the wall. Two other screens in the room are used to display 3D modeling demonstrations. L’Oréal invested a pretty penny in this buzzy technology, but not to woo customers into thinking it’s cutting edge.While VR has been prophesied by bullish vendors and big-eyed brands as the next frontier of fashion and beauty, true utility for the technology has failed to materialize on the grand scale.”

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