L’Oréal’s ModiFace brings AR to Amazon beauty range

Mark manages all of the content for VRWorldTech. To discuss an idea or pitch a story, drop him a line at editor@vrworldtech.com

L’Oréal augmented reality (AR) and artificial intelligence (AI) business ModiFace is providing its technology to Amazon to enable the first virtual try-ons for cosmetics on the online marketplace.

Amazon customers, initially in the US and Japan, are able to use the front-facing camera on their smartphone to virtually try on different shades of lipstick in a live video or selfie.

ModiFace, which was acquired by L’Oréal last year, utilises AI-enabled colour calibration, so that the AR simulation of each shade is done automatically, based on AI-powered analysis of information provided by makeup brands, but also images and descriptions of the product available on social media.

The technology analyses textual and visual information related to a particular makeup shade and realistically reproduces via AR, according to L’Oréal.

Parham Aarabi, chief executive officer of ModiFace, said: “We are delighted to team up with Amazon to provide its customers an augmented reality makeup try-on that offers highly realistic results and makes online shopping even more comfortable. Thanks to a precise colour rendering, enabled by our unique AI-powered technology, shoppers can easily try-on thousands of lipsticks available on Amazon and purchase the shades that fit them best.”

Nicolas Le Bourgeois, head of Amazon Beauty, added: “We are excited to team up with ModiFace to make shopping for cosmetics online even easier by offering customers the ability to virtually try-on before they buy.”

“With this new AI-powered virtual experience, Amazon customers can now conveniently try-on thousands of lipstick products, save photos on their devices to share with friends and ultimately purchase with greater confidence—wherever they are, whenever they want, with products delivered right to their doorstep. This launch is another important milestone in our vision to be the best possible place for customers to discover and buy beauty products online.”

Image credit: ModiFace