L'Oréal USA has launched "Beaumoji," a messaging keyboard designed to enhance and animate conversations around the world of beauty. The keyboard offers 130 playful and on-trend emojis created for beauty enthusiasts.

Once downloaded, the Beaumoji keyboard is organised into categories including 'It Girl,' which features illustrations of current beauty trends like the ombré lip and pastel hair; 'Pampered Life' with characters indulging in beauty experiences; and 'Iconic' L'Oréal-brand products, such as Urban Decay's Naked palette and Maybelline New York Great Lash mascara.

The keyboard is available for free on both iOS and Android, and L’Oreal says consumers can expect seasonal upgrades with new emojis to reflect evolving beauty trends. L'Oréal USA said it was inspired to create Beaumoji by the growth of beauty-oriented conversations on mobile and through social messaging.

"We know the online conversation around beauty is huge and continuing to spike along with the shorthand language of emojis,” said Rachel Weiss, vice president of innovation and entrepreneurship at L'Oréal USA.

"We saw an opportunity to provide expressions and tools for our beauty community that reflect the daily conversations we see happening. With Beaumoji, our goal is to provide emojis that beauty enthusiasts crave and speak to their unique passions, lifestyles and personalities."

Beaumoji is the latest effort in L'Oréal's digital and technology innovation strategy. Other recent innovations include the Makeup Genius virtual makeup app and the My UV Patch skin sensor app – launched at the Consumer Electronics Show earlier this year.