Chanel Beauté: its virtual fitting targeted by a complaint in the United States

Chanel is the target of a complaint regarding its virtual make-up fitting tool. At issue is a technology deemed too close to a U.S. patent.

Digital technology has revolutionized the beauty sector. Between filters, tutorials and virtual fittings, the major brands are multiplying innovations to capture attention online. Chanel is no exception to this logic, but its virtual cosmetics fitting tool has just been called into question in the United States. Last July, California-based Zugara Inc. filed a complaint accusing the French fashion house of using technology too similar to its own.

Virtual fitting technology in the crosshairs

On its U.S. e-commerce site, Chanel offers a digital make-up studio enabling web users to test lipsticks, blushes and varnishes in just a few clicks. A fluid, immersive experience that uses the front camera to detect the face and dynamically adjust virtual cosmetics according to movement.

The problem is that, according to Zugara Inc, this method repeats all the steps described in its own patent. This covers theacquisition of a live video stream, the detection of facial positions and the dynamic superimposition of virtual cosmetic elements. For the American company, this resemblance is far from coincidental.

A case that raises the question of the limits of innovation

This complaint, filed in Texas, comes at a time of tension surrounding the commercial uses of augmented reality. While this technology represents a fast-growing market, it is also at the heart of legal conflicts linked to intellectual property and the use of users’ biometric data.

Earlier this year, Zugara had already sued Estée Lauder for similar facts. The case was settled out of court, suggesting that legal risks are very real for large groups.

Chanel Beauté in Paris: an omnichannel strategy

In Paris, the Chanel Beauté boutique in the Marais district also offers immersive experiences combining digital and personalized advice. Although the current complaint only concerns the American site, these issues could influence the company’s digital strategies on a global scale, including in the French capital.

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