New interactive beauty ads on iPad yield customized shopping tips

(L'Oréal Paris)

Lancôme and Maybelline have launched a new generation of beauty ads for the iPad, and L'Oréal Paris is to follow later this month, reports Women's Wear Daily.

According to the trade paper, as part of the mobile advertising service, users will be able to answer questions about their hair and skin in order to receive recommendations for customized products. Gwen Stefani's Infallible Le Rouge commercial will also appear in the ad, as will tutorials and trend reports.

Lancôme, which is owned by L'Oréal, already released similar ads last month that featured the Trésor fragrance commercial together with the option to send personalized Mother's Day messages, while Maybelline, another L'Oréal brand, went for a similar strategy to L'Oréal Paris, helping customers to find the right product.

Digitally customizing recommendations is a growing trend in beauty, with more and more brands releasing shopping guides for the iPhone and iPad, such as Firmenich's ozMoz app.