L'OYÉ Eye Scan — First AI Make-up Match Experience — HXTN Studios
L'OYÉ EYE SCAN MAKEUP MATCH
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[ CASE STUDY 003 — L'OYÉ ]

L'OYÉ EYE SCAN

MAKEUP MATCH

Finding the perfect makeup shade shouldn't be a guessing game.

Client

L'OYÉ

Year

2025

Location

Eindhoven, Netherlands

Status

DEPLOYED

[ SERVICES ]

Concept & IdeaUX DesignMachine LearningInteractive InstallationOOH Experience Design

[ THE CHALLENGE ]

L'OYÉ has over 500 eyeshadow colors. Most consumers guess their shade based on their hair or eyebrow color. L'OYÉ needed a way to educate women on a better way to browse and select the perfect match.

01

THE SCAN

A custom iris-scanning tool extracts four dominant colors from your eye — no guessing, no hair-color matching.

02

THE PALETTE

Machine learning and a short questionnaire instantly curate a bespoke makeup palette unique to your iris.

03

THE VOUCHER

Users walk away with a personalized voucher and shade match — sending them straight to L'OYÉ's shop floor.

[ THE APPROACH ]

We designed a fun, interactive Out-Of-Home experience. We built a custom tool that scans the user's eye, isolates the iris, and uses machine learning to extract its four dominant colors.

Combined with a short questionnaire, the system instantly curates a bespoke makeup palette unique to you. The hardware was built into a shipping container placed in the heart of Eindhoven — impossible to ignore, easy to interact with.

We turned a street-level educational moment into direct in-store foot traffic. Users received a personalized voucher featuring their unique eye scan and perfect shade matches, sending them straight to the shop floor to buy.

003

0+

Colors in the palette

0

Iris dominant colors extracted

0%

Bespoke per user

OOH

Live Eindhoven activation

[ THE PROJECT ]

The custom eye scan tool — isolating the iris and extracting four dominant colors in real time.

The custom eye scan tool — isolating the iris and extracting four dominant colors in real time.

01
Machine learning curates a bespoke makeup palette from your unique iris color profile.

Machine learning curates a bespoke makeup palette from your unique iris color profile.

02
The shipping container activation in the heart of Eindhoven — an unmissable street-level moment.

The shipping container activation in the heart of Eindhoven — an unmissable street-level moment.

03
Personalized vouchers drove direct foot traffic from the container to the L'OYÉ store floor.

Personalized vouchers drove direct foot traffic from the container to the L'OYÉ store floor.

04

05

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[ THE OUTCOME ]

We turned a 500-color problem into a personalized, street-level experience that drove measurable in-store foot traffic. Users left with a voucher, a palette, and a reason to walk straight into the shop.

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