AR mingles with beauty experiences

Augmented Reality (AR) has always been evolved to better serve consumer experiences and now it powers make up try-on experiences.

L’Oréal and its recently acquired Augmented Reality and Artificial Intelligence entity, ModiFace, have announced a long-term collaboration with Facebook to create new augmented reality experiences delivered through Facebook Camera products.

Via a direct and seemless connection between both platforms, ModiFace and Facebook will deliver to people all over the world, for the first time, augmented reality powered make up try-on experiences from the world’s leading beauty brands, such as Maybelline, L’Oréal Paris, NYX Professional Makeup, Lancôme, Giorgio Armani, Yves Saint Laurent, Urban Decay, and Shu Uemura.

The first experience will be launched by NYX Professional Makeup end of August 2018.

“People want new ways to experience products and services and Facebook’s Augmented Reality platform can make that happen today. By bringing AR into the mainstream L’Oréal and Modiface are reshaping the beauty experience and we’re thrilled to see this brought to life on Facebook,” said Will Platt-Higgins, VP of Global Account Partnerships at Facebook.

Lubomira Rochet, L’Oréal Chief Digital Officer said Facebook and L’Oréal share the vision that Augmented Reality is becoming key for product and brand discovery and purchase.

“We are at that magical moment when technologies have matured enough and consumer appetite for using them is growing everywhere. We are very excited about that new step in our long-term partnership with Facebook. One fascinating aspect of this partnership is that it keeps us innovating the beauty user experience. After having adapted our creatives and contents to a mobile-first world it will be very interesting to see how AR is going to change the creative playbook of our industry”.